Ferrari to carry new energy drink F1 sponsor into Hamilton era

The US-based company had a low-key arrangement with the team last season that covered the three American races in Miami, Austin and Las Vegas.

That has now extended to a full global partnership with its logos featured on the cars and on drivers' overalls.

Founded in 2004, Nasdaq-listed Celsius Holdings sold an 8.5% share of its business to beverage giant PepsiCo for $550 million in 2022, and it has a current market capitalisation of around $12.5 billion.

Celsius sees F1 as a key part of its expansion plan, having recently announced a move into Canada, the United Kingdom and Ireland.

In both the USA and Canada the brand is distributed by PepsiCo, while its British and Irish partner is Suntory.

Given that the deal has its roots in last year’s US-only arrangement, the arrival of Hamilton at Maranello in 2025 will provide the company with a welcome and unexpected boost to its global marketing efforts.

Hamilton has hitherto long been associated with Monster energy drinks. However the company’s deal with his Mercedes team and its personal arrangement with the seven-time world champion both concluded at the end of last season, and it has switched to McLaren for 2024.

Any energy drink brands that enter F1 are inevitably taking on Red Bull on its home ground, the Austrian company having been a major player since its first entry with Sau