P1racenews AI automatic summary:
Ferrari to carry new energy drink F1 sponsor into Hamilton era
Celsius Holdings, a US-based company, has expanded its partnership with the Scuderia Ferrari F1 team to a full global collaboration, featuring their logos on the cars and drivers’ overalls. This comes after their low-key arrangement last season, which covered only the American races. Celsius Holdings, which sold an 8.5% share of its business to PepsiCo for $550 million in 2022, sees F1 as a crucial part of its expansion plan, with recent moves into Canada, the United Kingdom, and Ireland. The arrival of Lewis Hamilton at Ferrari in 2025 will provide an unexpected boost to Celsius’s global marketing efforts, as Hamilton has been associated with Monster energy drinks in the past. While Red Bull has been a dominant force in the energy drink sector in F1, the partnership between Celsius and Ferrari aims to provide essential energy to the drivers and team members for optimal performance throughout the season.
