Lewis Hamilton is set to terminate his long-term Formula 1 partnership with Monster Energy ahead of his move to Ferrari.
This is according to a report by SportBusiness, which claims the seven-time F1 World Champion will ditch the energy drink brand before he moves to the Scuderia in 2025.
Monster signed a deal with Mercedes to sponsor the team back in 2010, the year it reentered the sport as a Constructor after Mercedes-Benz’s parent company Daimler AG bought a minority stake in Brawn GP.
In 2017, Hamilton entered into a personal sponsorship with the brand and has kept that partnership going ever since.
He even has his own flavour of Monster Energy – Lewis Hamilton Zero Sugar.
However, at the beginning of this year, Monster left the Silver Arrows for McLaren and now the British racing driver is also set to abandon his sponsorship with the American company.
Ferrari agreed to a sponsorship deal with rival energy drink brand Celsius in 2023.
The following year, after it was announced that Hamilton would partner with Charles Leclerc in 2025, the Florida-based company upgraded its partnership to a full-time sponsorship.
Celsius’ appeared on the SF-24 this season along with the race suits of both drivers.
Moreover, Leclerc signed an individual deal with Celsius, saying: “As an athlete, I’m always looking for ways to stay energized, and CELSIUS has been a great fit for me.”
Hamilton set to switch allegiances ahead of Ferrari move
The 39-year-old has had his fair share of sponsorships and business partnerships over the years – currently signed with the likes of Bose, Puma, Tommy Hilfiger, Dior etc.
With minority investment from Pernod Ricard, one of the biggest wine and spirit companies in the world, Hamilton also co-founded his own non-alcoholic spirit brand.
But if the reports are believed to be true, one of his most iconic partnerships could be coming to an end.
It is no wonder that with all the current commercial deals Hamilton is signed up to, he was named as the most marketable motorsport athlete this year in SportsPro’s annual list of the world’s 50 Most Marketable (50MM) athletes.
A trait that would certainly please Ferrari’s new sponsors Celsius ahead of the 105-time race winner’s move to the team.
Kyle Watson, the executive vice president of marketing for Celsius, said of the partnership: “Celsius shares with Scuderia Ferrari a competitive spirit that powers drivers, fans and consumers to perform 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 F1 team who shares our passion to elevate their everyday lives and perform at the highest level.”
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