Ferrari announced on Friday that its partnership with energy drink brand Celsius has expanded globally as the team revealed its race overalls for the 2024 Formula 1 season.
Celsius partnered with the Scuderia part-time last term with activations for F1’s three U.S.-based rounds in Miami, Austin and Vegas.
The new deal sees the American drinks company come on board as a permanent global partner.
Described as a “fitness drink made with premium ingredients and zero sugar,” Celsius will be a constant presence in the Ferrari garage and run fan activations “on and off-track” throughout the year.
The global partnership with Ferrari will undoubtedly help the brand gain traction in overseas markets from its U.S. home as it confirmed in January its plans to expand into Canada and the British Isles.
“We’re delighted that, having come on board with us last year, we are now expanding our collaboration with Celsius who become a global Scuderia Ferrari Team Partner for the 2024 season and beyond,” said Lorenzo Giorgetti, Chief Racing Revenue Officer at Scuderia Ferrari.
“With its products based on premium ingredients, Celsius will provide our drivers and team members with an essential energy boost to help them perform at their best throughout an intense 24 Grand Prix season.
“Celsius is fast becoming one of the most popular energy drinks on the market, and we look forward to working with them on new assets and experiences for our global fan base.”
Kyle Watson, Executive Vice President, Marketing of Celsius added: “Celsius shares with Scuderia Ferrari a competitive spirit that powers drivers, team members and fans to perform at their best and live fit on and off the track.
“We couldn’t be happier to continue to grow our partnership with Scuderia Ferrari’s world-class Formula 1 team who share our passion to elevate their everyday lives and perform at the highest level.”
The Celsius deal tied in with a glimpse of Ferrari’s new overalls for the 2024 season, which will be worn by drivers Charles Leclerc and Carlos Sainz.
Following on from Friday’s announcement, the Scuderia offered further images to fans of the historic team on Social Media, with the overalls of course predominantly Ferrari red, with additional flourishes of white and yellow striping.
Each race suit features the national flag of the respective driver across the waist and the thermal underlayer has a white back with each driver’s number in red with a yellow stroke.
The overalls offer an indication of how Ferrari will incorporate its classic colours on the SF-24, which is set to be unveiled on Tuesday, February 13.
