McLaren’s Formula 1 team has agreed a sponsorship deal with Monster Energy from 2024, which will see the energy drink company sever its long-term ties with Mercedes.
Monster Energy had partnered with Mercedes since 2010, featuring on the helmet and race suits of its respective drivers during its run of eight consecutive titles.
However, the brand’s worldwide recognisable identity will not be used in any capacity by Mercedes from next season and will instead be prominent in F1 with McLaren.
It is thought that the American company’s personal deal with Lewis Hamilton, in which two signature drinks have been released, will not be impacted by the change.
Monster Energy has already announced that it has some “really exciting programs” planned with McLaren’s current driver line-up, Lando Norris and Oscar Piastri.
Rodney Sacks, Chair and Co-CEO of Monster Energy Company, said: “We would like to express our sincere appreciation to the Mercedes Formula 1 team, and Toto Wolf in particular, for a partnership that has spanned well over a decade and seen us celebrate some wonderful success together. We wish the team well for their upcoming championship campaigns.”
“Monster Energy is proud to start this new chapter in its F1 journey with McLaren Racing. Monster is focused on enhancing fan experiences and partnering with a world-class team and its elite drivers to share our passion with F1’s global audience. We are planning some really exciting programs with Lando and Oscar and are excited to go racing together from 2024.”
Having arrived at the height of McLaren’s struggles with Honda when sponsors were at a premium, Brown has revitalised the British entry’s standing in the commercial world.
The American, 52, has previously signed high-profile sponsorship agreements with the likes of British American Tobacco, Dell, Google and Jack Daniels among many others.
But McLaren’s capture of a sponsor from a rival F1 team, most notably the team’s engine supplier, is more significant and reflects the side’s progress on the track the past year.
“We are delighted to join forces with the iconic Monster Energy brand from next season onwards,” Brown issued. “Monster focuses on celebrating athletes through bold ideas and creating awesome content, so we can’t wait to explore ideas and find new ways to engage and entertain our fans.”
