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Lewis Hamilton to End Iconic Partnership with Monster Energy Ahead of Ferrari Move

Harry Bright by Harry Bright
December 23, 2024
in Motorsports
Reading Time: 3 mins read
0
Lewis Hamilton to End Iconic Partnership with Monster Energy Ahead of Ferrari Move

Oct 19, 2024; Austin, Texas, USA; Mercedes AMG Petronas F1 Team driver Lewis Hamilton (44) of Team Great Britain smiles to the crowd during a fan forum before the Sprint Race in the 2024 Formula One US Grand Prix at Circuit of the Americas. Mandatory Credit: Jerome Miron-Imagn Images

Seven-time Formula 1 World Champion Lewis Hamilton is reportedly set to sever ties with long-time sponsor Monster Energy as he prepares for his highly anticipated switch to Ferrari in 2025. This marks the end of a significant chapter in Hamilton’s commercial ventures, with Monster serving as one of his most enduring partnerships in F1.


A Decade-Long Alliance Comes to a Close

Monster Energy first entered Formula 1 through a sponsorship deal with Mercedes in 2010, the same year the German automaker returned to the sport as a Constructor. Hamilton joined the partnership in 2017, leveraging his global appeal to promote the brand, even developing his own product, the Lewis Hamilton Zero Sugar energy drink.

Despite the strength of this collaboration, Monster shifted its sponsorship from Mercedes to McLaren at the start of 2024, and now Hamilton himself is reportedly cutting ties with the American energy drink company.


Ferrari’s New Energy Partner Takes the Spotlight

Hamilton’s decision coincides with Ferrari’s growing partnership with Celsius, a rival energy drink brand based in Florida. Celsius first partnered with the Scuderia in 2023 and expanded its presence to a full sponsorship deal in 2024, appearing on Ferrari cars and driver race suits. Current Ferrari star Charles Leclerc also signed a personal deal with Celsius, citing its alignment with his fitness goals.

With Hamilton joining Ferrari in 2025, Celsius is expected to capitalize on the marketing power of one of the sport’s most influential figures. As Hamilton’s Monster Energy ties dissolve, Celsius will likely benefit from his star power, aligning its brand with both Ferrari’s legacy and Hamilton’s global appeal.


Hamilton’s Ever-Growing Commercial Portfolio

Lewis Hamilton has built a reputation as one of the most marketable athletes in the world, boasting partnerships with Puma, Tommy Hilfiger, Bose, and Dior, among others. His entrepreneurial ventures include co-founding a non-alcoholic spirit brand with backing from Pernod Ricard. These endorsements and ventures secured him the top spot on SportsPro’s 2024 Most Marketable Athletes list, cementing his status as a commercial powerhouse.

As Ferrari welcomes the 105-time Grand Prix winner to its roster, the team and Celsius appear poised to harness Hamilton’s unmatched global influence. Kyle Watson, Celsius’ Executive VP of Marketing, expressed enthusiasm for 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. 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.”


A New Era for Hamilton and Ferrari

The move to Ferrari represents a significant shift not only in Hamilton’s racing career but also in his brand associations. While Monster Energy will no longer be part of his journey, the transition to Celsius reflects Hamilton’s adaptability and appeal in an ever-changing sponsorship landscape. For Ferrari, Hamilton’s arrival in 2025 brings both driving expertise and unparalleled marketing opportunities, ensuring their partnership will be as powerful off the track as it is on it.

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