Celsius has announced a multi-year partnership with the Aston Martin Aramco Formula One team, becoming the team’s official global energy drink partner.
The deal marks a period of “tremendous global growth” for the brand, said Celsius, as it looks to tap into F1’s worldwide momentum and connect with a new generation of fans.
The partnership aims to support the expansion of the brand’s ‘Live. Fit. Go.’ campaign, launched in the U.S., Canada and Australia in 2025, with additional markets planned for 2026.
Kyle Watson, chief brand officer of Celsius, said: “Aston Martin Aramco’s passionate fan base makes for a synergistic partnership, kickstarting an exciting new era for Celsius in Formula 1.
“With a shared drive to ‘Live Fit’, push boundaries and achieve excellence, we’re thrilled to activate the Aston Martin Aramco partnership on a global scale and further integrate Celsius at the intersection of culture and sport.”
Jefferson Slack, managing director commercial at Aston Martin Aramco Formula One team, said: “At Aston Martin Aramco, we pride ourselves on how we interact with and engage our fans, with the aim of creating unique experiences that can’t be found anywhere else in the paddock. Our new partnership with Celsius provides an exciting opportunity to bring fresh energy to our I/AM programme, further connecting ambition, culture and community.”
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