Aston Martin announces multi-year partnership with CELSIUS energy drink

Aston Martin Aramco has secured a new multi-year partnership with the zero-sugar energy drink brand CELSIUS, which will see the brand activate fan experiences and fitness challenges at race events. The deal marks CELSIUS's move from its previous partnership with Ferrari to the Silverstone-based team ahead of the 2026 season.

Why it matters:

Sponsorship shifts in Formula 1 often signal a brand's strategic realignment with a team's market positioning and future ambitions. For Aston Martin, adding a globally recognized wellness and energy brand to its portfolio enhances its commercial appeal and supports its fan engagement initiatives beyond traditional advertising. For CELSIUS, aligning with Aston Martin's growing profile offers fresh activation opportunities as the team aims to become a consistent front-runner.

The details:

• The partnership will integrate CELSIUS into Aston Martin's fan engagement program, with activations planned for the garage, hospitality areas, and at track events.
• A key initiative is a co-hosted "Run Challenge," where fans can complete custom running segments inspired by race circuits and Aston Martin landmarks, beginning at the season-opening Australian Grand Prix.
• The deal represents a sponsor switch for CELSIUS, which was previously associated with the Ferrari F1 team.
• Team commercial managing director Jefferson Slack emphasized the goal of creating unique fan experiences "that can’t be found anywhere else in the paddock," linking the partnership to the team's I/AM fan engagement platform.

What's next:

The first collaborative fan activation is set for the Australian Grand Prix in March 2026, with more events to be announced throughout the season. The long-term success of the partnership will hinge on how effectively it drives fan interaction and brand value for both parties as Aston Martin continues its push up the F1 grid.