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Ferrari to carry new energy drink F1 sponsor into Hamilton era
Celsius Holdings, a US-based company, has extended its partnership with the Scuderia Ferrari Formula 1 team to a full global partnership for the 2024 season and beyond. Last season, Celsius had a low-key arrangement with the team that covered the three American races, but now their logos will be featured on the cars and drivers’ overalls. Celsius, which sold an 8.5% share of its business to PepsiCo for $550 million in 2022, sees F1 as a key part of its expansion plan and has recently announced a move into Canada, the UK, and Ireland. This partnership with Ferrari is a welcomed boost to Celsius’ global marketing efforts, especially with the arrival of Lewis Hamilton at Ferrari in 2025. Hamilton was previously associated with Monster energy drinks but has switched to McLaren for 2024 after his deal with Mercedes ended.