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From NASCAR to Formula 1: The Energy Drink Battle Intensifies as Celsius Replaces Monster Energy with Lewis Hamilton a $6.35 Billion Worth brand

Carl Smith by Carl Smith
December 24, 2024
in Motorsports
Reading Time: 3 mins read
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From NASCAR to Formula 1: The Energy Drink Battle Intensifies as Celsius Replaces Monster Energy with Lewis Hamilton a $6.35 Billion Worth brand

Oct 20, 2024; Austin, Texas, USA; Mercedes-AMG Petronas driver Lewis Hamilton returns a signed hat to F1 fan Lyla Windsor in the paddock at the Formula 1 Pirelli United States Grand Prix at Circuit of the Americas. Mandatory Credit: Aaron E. Martinez-Imagn Images

The debate between NASCAR and Formula 1 fans often centers on performance and driving styles, but a surprising common thread between the two sports is emerging: shared sponsors. While the two worlds are fundamentally different, energy drink giants like Celsius and Monster Energy are bridging the gap—and shaking up the sponsorship landscape.

“Celsius Takes the Lead, Leaving Monster Energy in the Dust”

In a seismic sponsorship shakeup, Celsius, a growing name in motorsport sponsorships, is set to replace Monster Energy as Lewis Hamilton’s primary energy drink sponsor in 2025. This move aligns with Hamilton’s transition to Ferrari, a team already partnered with Celsius since 2023. Hamilton joins fellow Ferrari driver Charles Leclerc in promoting the multi-billion-dollar brand, which has also established a foothold in NASCAR.

“Lewis Hamilton is close to signing a commercial agreement with energy drink brand Celsius as the curtain falls on his long-running association with Monster Energy,” reported Adam Stern from SBJ.

For Monster Energy, losing Hamilton—a seven-time F1 champion and global icon—is a significant setback. Their partnership dates back to 2017 and continued even as Monster shifted its focus from Mercedes to McLaren in 2024. However, with Celsius stepping in at Ferrari, Monster’s run with Hamilton will end.

“Celsius: From NASCAR to Formula 1 and Back”

Celsius is no stranger to NASCAR, having partnered with drivers like Corey LaJoie, AJ Allmendinger, and rising star Toni Breidinger. Breidinger, who will debut in the Truck Series next year, has expressed pride in her connection to the brand, particularly due to its Formula 1 ties.

“F1 has a lot of hype around it right now, especially with like the Netflix series and everything like that,” Breidinger said. “It’s cool to kind of be a part of the partnership that they’re doing as well.”

Celsius’ entry into NASCAR wasn’t planned, but drivers who were fans of the drink approached the company directly. Corey LaJoie, for example, openly praised the brand, saying:

“If I were to go reach for an energy drink, it’s always been a Celsius.”

“Monster Energy’s NASCAR Legacy Remains”

While Monster Energy may lose its F1 connection with Hamilton, it remains deeply rooted in NASCAR, sponsoring high-profile drivers like Tyler Reddick and Riley Herbst. Monster’s long-standing presence in NASCAR ensures its brand remains a staple, even as Celsius expands its footprint across both motorsport worlds.

“NASCAR vs. Formula 1: A Sponsorship Crossover”

Though NASCAR and F1 operate in vastly different spheres—with contrasting fan bases, formats, and racing styles—the crossover of sponsors like Celsius highlights the growing globalization of motorsports. As Toni Breidinger noted, the comparison between the two is like “apples and oranges,” but shared sponsors bring a unique connection between the two worlds.

“What’s Next for Celsius in Motorsports?”

Celsius has a packed year ahead, balancing its commitments across NASCAR and F1. With Hamilton as their global ambassador, the brand is poised to leverage the Briton’s star power while continuing to support drivers in NASCAR’s rapidly growing ecosystem.

For fans of both sports, this sponsorship shuffle underscores a deeper trend: the blending of NASCAR and F1 sponsorships, fueled by brands eager to capitalize on motorsport’s broadening appeal.

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