Mercedes shot themselves in the foot after letting go of the chance to make Lewis Hamilton their brand ambassador. But this was not something Ferrari was ready to do. Ferrari decided to go all in with Lewis Hamilton and made him the brand ambassador for the team. This came with a funding of $400 million for Hamilton. And boy was that a great move or what!

After deciding to invest in the 7 times World Champion, Ferrari started to see some major positive changes in the company’s net worth. The team reached a staggering $13.5 billion net worth, which was highly influenced by the decision to bring Hamilton into the team. Alongside the big boost that the team received with Hamilton, the energy drink brand Celsius has decided to join the roster of sponsors backing the Prancing Horse.

Although Celsius has briefly worked with Ferrari during the American GPs in 2023, this time they are going forward with a full sponsorship internationally. This move was made as Celsius has extended its distributions to Canada, the UK, and Ireland. With international distribution, Celsius will be incorporated in the new Livery and their logos will be added to the suits of the team.

But this is not the only energy drink partnership that is taking place in F1. Another Energy drink brand has had its hands in F1 since over a decade and they are ready to fight back.

In the world of Formula 1 and energy drinks

After the success of Red Bull in Formula 1, many teams are partnering up with Energy drink companies as sponsors for their extended budget. With Celsius being Ferrari’s new partner, there is a third company that has its energy flowing through the team, Monster.

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After the end of the 2023 season, Monster Energy announced its partnership with McLaren Racing. Before joining the Papaya team, they were associated with the Silver Arrow for 14 consecutive seasons. Zak Brown welcomed the new partnership back in November 2023 and stated, “We are delighted to join forces with the iconic Monster Energy brand from next season onwards.”

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The monster logo will be featured on the McLaren cars, helmets, race suits, and caps. The two drivers will receive energy drink sponsorships and according to Rodney Sacks, CEO of Monster Energy, the brand has some “exciting programs” planned for them.

Formula 1 is known for changes and that can be seen with the involvement of other energy drinks to rival Red Bull’s dominance in the sport. With Ferrari ready to push boundaries with Celsius in 2024, it will be preparing to give Lewis the seat he deserves. That being said, what do you think of Ferrari’s plans for the future? Will they be able to win a constructors cup with Hamilton behind the wheel? Let us know in the comments below.

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