- Exclusive partnership kicks off new era in Formula 1 racing for CELSIUS, bringing innovative experiences to fans around the globe
- Aston Martin Aramco drivers, crew and fans will be inspired to LIVE. FIT. GO. on and off the track by CELSIUS
- Multi-year partnership to activate on and off the track, garage, hospitality area, branded fitness activations, and at retail
The premium, functional energy drink brand CELSIUS, has entered an exclusive, multi-year, global partnership with Aston Martin Aramco, naming CELSIUS an Aston Martin Aramco Formula One Team Partner and official Global Energy Drink Partner of the team.
The newly announced partnership represents a thrilling new chapter for CELSIUS, driving momentum and redefining the brands presence in Formula 1. In aligning CELSIUS with one of the most dynamic, ambitious teams in the sport, the collaboration with Aston Martin Aramco further illustrates the brand’s commitment to fuelling growth, energizing fans and setting the standard for excellence on a global scale. CELSIUS enters the partnership at a moment of tremendous global growth for the brand, tapping into the worldwide momentum of Formula 1 and connecting with a new generation of fans – inspiring people to LIVE FIT.
“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," said Jefferson Slack, Managing Director Commercial, Aston Martin Aramco Formula One Team. "Our new partnership with CELSIUS provides an exciting opportunity to bring fresh energy to our I/AM programme, further connecting ambition, culture and community.
“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.”
“Aston Martin Aramco’s passionate fan base makes for a synergistic partnership, kickstarting an exciting new era for CELSIUS in Formula 1,” commented Kyle Watson, Chief Brand Officer of Celsius Holdings, Inc. “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 CELSIUS continues to expand its global footprint, available in the U.S., Canada, the United Kingdom, Australia, France and beyond, Formula 1 is the ultimate stage to connect with fans worldwide. Through its partnership with Aston Martin Aramco, CELSIUS brings 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 U.S., Canada, and Australia in 2025, with additional markets planned for 2026, creating opportunities to further connect with the everyday achievers and wellness-minded consumers. In a continued expansion of the campaign, CELSIUS and Aston Martin Aramco will team up on activating LIVE FIT.
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, and bringing the LIVE. FIT. GO. mindset to life. Kicking off at the Melbourne Grand Prix – with additional locations races to be announced – 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.