Lewis Hamilton is reportedly poised to sever his long-standing partnership with Monster Energy as he prepares for his move to Ferrari in 2025. According to a report from SportBusiness, the seven-time Formula 1 World Champion will conclude his sponsorship with the energy drink brand ahead of his switch to Scuderia Ferrari.
Monster Energy originally entered Formula 1 in 2010 with a sponsorship deal with Mercedes, marking the team’s return to the sport after Daimler AG, Mercedes-Benz’s parent company, acquired a minority stake in Brawn GP. In 2017, Hamilton signed a personal sponsorship deal with Monster, which he maintained throughout his career with the team.
Over the years, Hamilton even launched his own flavor of Monster Energy – Lewis Hamilton Zero Sugar. However, earlier this year, Monster Energy ended its partnership with Mercedes and switched its focus to McLaren, signaling a shift that coincided with Hamilton’s impending move to Ferrari.
Celsius Partnership with Ferrari and Leclerc
In 2023, Ferrari entered into a sponsorship deal with Celsius, a rival energy drink brand. The following year, as news broke of Hamilton’s planned move to Ferrari in 2025, Celsius upgraded its partnership with the team to become a full-time sponsor. The brand’s logo appeared on the SF-24 during the 2024 season, along with the race suits of both Ferrari drivers, Charles Leclerc and Carlos Sainz.
Leclerc, who has his own individual deal with Celsius, expressed his satisfaction with the brand, saying, “As an athlete, I’m always looking for ways to stay energized, and CELSIUS has been a great fit for me.” It’s clear that Celsius is aligning itself closely with Ferrari and its star drivers as part of its broader strategy.
Hamilton’s Commercial Success and Sponsorships
Beyond Monster, Hamilton has cultivated an impressive list of commercial deals over the years, including partnerships with top brands like Bose, Puma, Tommy Hilfiger, and Dior. Additionally, with a minority investment from Pernod Ricard, Hamilton co-founded his own non-alcoholic spirit brand. His diverse sponsorship portfolio underscores his status as one of the most marketable athletes in motorsport.
Hamilton’s commercial success was further acknowledged when he was named the most marketable motorsport athlete in SportsPro’s annual list of the world’s 50 Most Marketable (50MM) athletes for the year.
Celsius Excited About Hamilton Joining Ferrari
Celsius, already a partner of Ferrari, is reportedly excited about Hamilton’s impending arrival at the team. Kyle Watson, Executive Vice President of Marketing for Celsius, spoke highly of the partnership, saying, “Celsius shares with Scuderia Ferrari a competitive spirit that powers drivers, fans, and consumers to perform their best and live fit on and off the track.”
Watson added, “We couldn’t be happier to continue to grow our partnership with Scuderia Ferrari’s world-class F1 team, who shares our passion to elevate their everyday lives and perform at the highest level.”
Hamilton’s Departure from Mercedes
Hamilton, 39, will leave Mercedes after 12 seasons with the Brackley-based team. His move to Ferrari marks a new chapter in his illustrious career, with the addition of new sponsorships and partnerships aligning him with some of the most recognized names in the sport and beyond. As Hamilton transitions to Ferrari, the energy drink sponsorship switch signals an end to his long association with Monster and a closer connection with Celsius, reinforcing Ferrari’s strategic commercial goals.
