Celsius, a renowned energy drink brand, has embarked on a multiple-year worldwide affiliation with the Aston Martin Aramco Formula One team, becoming the team’s ‘official Global Energy Drink Partner’.
This deal coincides with Celsius’ ongoing global expansion into key markets including the United Kingdom, Australia, France, Canada, and the United States. The collaboration aims to enhance the visibility of the Celsius brand within the Formula 1 setting and its worldwide audience.
As an integral part of this alliance, both parties will incorporate the ‘Live Fit Go’ campaign by Celsius that was initiated in 2025 and set to broaden its reach to further markets by 2026.
Geared towards wellness-focused consumers and the racing fraternity, the two entities are also slated to organize fitness-based activations along with joint events bearing their respective branding.
Jefferson Slack, MDC of Aston Martin Aramco Formula One, commented on the partnership, positive that it would introduce new energy into their I/AM program and foster better connections among ambition, culture, and community. He added that they would pioneer this initiative with the inaugural jointly-hosted Run club in Melbourne and plan to design numerous creative activations throughout the season to animate this partnership and jointly foster a movement of positive energy.
These occasions will include running sections that take inspiration from race tracks and city landmarks. Concurrently, Celsius products will be accessible within the Aston Martin Aramco garage and at selected fan locations during the season.
Kyle Watson, CBO of Celsius Holdings, noted that the fervent fan base of Aston Martin Aramco lays the foundation for a symbiotic partnership, heralding an exciting new chapter for Celsius in the realm of Formula 1.
What is the main goal of the partnership between Celsius and Aston Martin Aramco Formula One team?
The partnership aims to enhance the visibility of the Celsius brand within the Formula 1 setting and its global audience.
What kind of events are planned under the partnership?
The partnership plans to organize fitness-based activations and jointly-branded events, featuring running sections inspired by race tracks and city landmarks.
Where will Celsius products be available during the season?
Celsius products will be available within the Aston Martin Aramco garage and at selected fan locations during the season.
