Celsius has entered an exclusive, multi-year, global partnership with the Aston Martin Aramco Formula One team.
Under the partnership, the brand has been named an Aston Martin Aramco Formula One Team Partner and official Global Energy Drink Partner of the team.
“At Aston Martin Aramco, we pride ourselves on how we interact with and engage our fans, with the aim of creating unique experiences that can’t be found anywhere else in the paddock,” says Aston Martin Aramco Formula One Team Managing Director Commercial Jefferson Slack.
“Our new partnership with Celsius provides an exciting opportunity to bring fresh energy to our I/AM program, further connecting ambition, culture and community.”
As Celsius continues to expand its global footprint, available in the US, Canada, the UK, Australia, France and beyond, Formula 1 is promoted by the energy drink brand as the “ultimate stage” to connect with fans worldwide. Through its partnership with Aston Martin Aramco, Celsius says it will bring “new energy and immersive experiences to a passionate and highly engaged Formula 1 fanbase”.
The partnership will also help elevate the Celsius ‘Live. Fit. Go.’ campaign, launched in the US, Canada, and Australia in 2025, with additional markets planned for 2026.
“Aston Martin Aramco’s passionate fan base makes for a synergistic partnership, kickstarting an exciting new era for Celsius in Formula 1,” says Celsius Holdings Chief Brand Officer Kyle Watson.
“With a shared drive to Live Fit, push boundaries and achieve excellence, we’re thrilled to activate the Aston Martin Aramco partnership on a global scale and further integrate Celsius at the intersection of culture and sport.”
As part of the partnership, Celsius and Aston Martin Aramco will collaborate on a series of events, engaging the fitness and Formula 1 community alike during key races. Kicking off at the Melbourne Grand Prix, a co-hosted Run Challenge will provide fans the chance to complete custom run segment(s) inspired by race circuits, city landmarks and Aston Martin Aramco touchpoints.
