Energy drink brand Celsius has entered a multi-year global partnership with the Aston Martin Aramco Formula One team, serving as the team’s ‘official Global Energy Drink Partner’.
The agreement aligns with the brand’s current international expansion into the UK, Australia, France, Canada, and the US.
The partnership is designed to increase brand visibility within the Formula 1 environment and among its global audience.
As part of the partnership, the pair will integrate the Celsius ‘Live Fit Go’ campaign, launched in 2025 and scheduled to expand into additional markets in 2026.
Focusing on wellness-oriented consumers and the racing community, the two organisations also plan to host fitness-related activations and co-branded events.
“Our new partnership with Celsius provides an exciting opportunity to bring fresh energy to our I/AM program, further connecting ambition, culture and community,” said Jefferson Slack, MDC of Aston Martin Aramco Formula One.
“Kicking off with our first co-hosted Run club in Melbourne, throughout the season, we will create several creative activations to bring the partnership to life and celebrate a movement of positive energy together.”
These events will feature running segments modelled after race circuits and city landmarks.
In addition, Celsius products will be available within the Aston Martin Aramco garage and at designated fan areas during the season.
“Aston Martin Aramco’s passionate fan base makes for a synergistic partnership, kickstarting an exciting new era for Celsius in Formula 1,” said Kyle Watson, CBO of Celsius Holdings.
