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Ferrari Celsius Hamilton Partnership

Ferrari-Celsius Deal Boosts F1 Dynamics Pre-Hamilton Era

09/02/2024

The Scuderia Ferrari Formula 1 Team has announced the initiation of a significant multi-year alliance with Celsius, a prominent energy drink entity, heralding one of the inaugural agreements following the acquisition of Lewis Hamilton for the 2025 season.

Previously, the American conglomerate, Celsius, engaged in a provisional pact with Scuderia Ferrari for the preceding season, encompassing the trio of American Grand Prix events in Miami, Austin, and Las Vegas. This temporary collaboration has now matured into a comprehensive global partnership, under which the Celsius brand will gain visibility on the Ferrari F1 vehicles and the attire of its drivers.

Established in 2004 and listed on the NASDAQ, Celsius Holdings divested 8.5% of its operations to the beverage titan PepsiCo in 2022 for a sum of $550 million, positioning its current market valuation at an estimated $12.5 billion.

Celsius strategically identifies Formula 1 as a pivotal element in its ambitious expansion blueprint, having recently proclaimed its foray into markets such as Canada, the United Kingdom, and Ireland. Within the United States and Canada, PepsiCo serves as the distributor of the Celsius brand, whereas in the British and Irish territories, Suntory undertakes this role.

Hamilton Boosts Celsius in F1 Battle

The deal of the previous year, being predominantly US-centric, positions Lewis Hamilton’s anticipated arrival at Maranello in 2025 as a serendipitous and advantageous impetus for Celsius’s worldwide promotional endeavors.

Hamilton, who has been extensively associated with Monster Energy beverages, witnessed the termination of the brand’s affiliation with his Mercedes team at the conclusion of the last season. Consequently, Monster Energy has redirected its sponsorship focus towards McLaren for the 2024 campaign.

The entrance of energy drink brands into the Formula 1 arena invariably sets them against Red Bull, the Austrian powerhouse that has been a formidable force in the sport since its initial collaboration with Sauber in 1995. With the exception of Monster Energy and the ill-fated sponsorship venture between Rich Energy and Haas, the majority of Formula 1 endorsements in this domain have typically been characterized by their understated and modest nature.

Ferrari Celsius Hamilton Partnership. Ferrari Celsius Hamilton Partnership

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