Aston Martin F1 & CELSIUS Announce Global Energy Drink Partnership | 2026 Season

Aston Martin F1 & CELSIUS Announce Global Energy Drink Partnership | 2026 Season

January 25, 2026 discoverhiddenusacom Health

The Aston Martin Aramco Formula One Team has announced a multi-year global partnership with CELSIUS, a functional energy drink brand. This collaboration marks a significant expansion for both organizations, integrating CELSIUS into various facets of the racing team’s operations and fan engagement strategies.

A New Energy for the Paddock

Under the agreement, CELSIUS becomes the official global energy drink partner of the Aston Martin Aramco Formula One Team. The partnership will extend beyond simple branding, with CELSIUS integrated into the team’s trackside activities, garage spaces, hospitality areas, and retail locations. This comprehensive approach aims to connect with fans on multiple levels.

Fan-Focused Initiatives

The collaboration is set to launch with a co-hosted ‘Run Club’ at the Melbourne Grand Prix. This event will offer fans the opportunity to participate in running segments inspired by both race circuits and local city landmarks. The partnership will also align with CELSIUS’s existing LIVE. FIT. GO. campaign, which currently operates in the US, Canada, and Australia.

Did You Know? The partnership’s initial fitness-focused events are scheduled to begin with the 2026 season.

CELSIUS, which has recently become available in the UK and France, intends to leverage the sport’s growing global audience by creating co-branded cultural moments and fitness challenges. This expansion into new markets aligns with the increased visibility afforded by the Formula One partnership.

Expert Insight: Strategic partnerships between sports teams and beverage brands are increasingly common, reflecting a broader trend of lifestyle integration and fan engagement. This collaboration allows CELSIUS to tap into the passionate and engaged fanbase of Aston Martin Aramco Formula One, while providing the team with a partner focused on health and wellness.

Jefferson Slack, Managing Director Commercial for Aston Martin Aramco Formula One Team, emphasized the team’s commitment to unique fan experiences and the potential of the partnership to connect ambition, culture, and community. Kyle Watson, Chief Brand Officer at Celsius Holdings, Inc., highlighted the synergistic relationship between the two brands and the opportunity to expand CELSIUS’s presence at the intersection of culture and sport.

Frequently Asked Questions

What is the nature of the partnership between Aston Martin and CELSIUS?

The agreement designates CELSIUS as the official global energy drink partner of the Aston Martin Aramco Formula One Team, integrating the brand into team operations and fan engagement activities.

When will the partnership’s initiatives begin?

The collaboration will begin with a co-hosted ‘Run Club’ at the Melbourne Grand Prix, with broader initiatives launching throughout the 2026 season.

Where is CELSIUS currently available?

CELSIUS is currently available in the US, Canada, Australia, the UK, and France.

How might this partnership evolve beyond the initial events and branding integrations remains to be seen, but it could potentially lead to further co-branded products or expanded fitness programs. Analysts expect continued growth in the sports and beverage partnership landscape, as brands seek to connect with engaged audiences.