Aston Martin F1 Fueled by CELSIUS Partnership
- The Aston Martin Aramco Formula One Team and CELSIUS, a functional energy drink brand, announced a multi-year global partnership on January 25, 2026.
- The partnership encompasses a broad range of activations, extending beyond trackside branding to include fan engagement at races, within the team garage, hospitality suites, and at retail locations.
- According to an official press release from Aston Martin, the partnership is designed to "fuel performance" both on and off the track.
Aston Martin F1 team Partners with CELSIUS Energy Drink
Table of Contents
The Aston Martin Aramco Formula One Team and CELSIUS, a functional energy drink brand, announced a multi-year global partnership on January 25, 2026. This collaboration designates CELSIUS as the official global energy drink partner of the team, integrating the brand into various aspects of the team’s operations and fan engagement initiatives.
Partnership Details and Scope
The partnership encompasses a broad range of activations, extending beyond trackside branding to include fan engagement at races, within the team garage, hospitality suites, and at retail locations. The agreement aims to leverage the shared focus on performance and energy between Formula 1 racing and the functional beverage market.
According to an official press release from Aston Martin, the partnership is designed to “fuel performance” both on and off the track.
Fan Engagement Initiatives
A key component of the partnership is a focus on fan engagement through fitness-focused events.
The collaboration will begin with a co-hosted ‘Run club’ event, signaling a commitment to promoting an active lifestyle alongside the high-octane world of Formula 1. Further details regarding the ‘Run Club’ and other planned events will be released closer to the 2026 season.
Aston Martin’s Head of Partnership Acquisition and Growth, Rob Bowen, stated in the official press release that CELSIUS’s “commitment to innovation and performance aligns perfectly with the values of the Aston Martin Aramco Formula One Team.”
CELSIUS Brand Expansion
this partnership represents a important expansion for CELSIUS into the global sports market.
CELSIUS, known for its functional energy drinks containing vitamins and minerals, aims to reach a wider audience through its association with the prestigious Aston Martin F1 team. the brand’s logo will be prominently displayed on the team’s race cars, apparel, and digital platforms.
As of January 25, 2026, CELSIUS’s market capitalization was approximately $2.3 billion USD, according to Yahoo Finance, demonstrating the brand’s growing influence in the beverage industry.