Energy drink brand CELSIUS has entered a multi-year, global partnership with Aston Martin Aramco, naming CELSIUS an Aston Martin Aramco Formula One team partner and official global energy drink partner of the team.
The newly announced partnership represents a new chapter for CELSIUS, driving momentum and redefining the brands presence in Formula 1.
The collaboration with Aston Martin Aramco further illustrates the brand’s commitment to fuelling growth and energising fans on a global scale. CELSIUS enters the partnership at a moment of growth for the brand, tapping into the worldwide momentum of Formula 1 and connecting with a new generation of fans – inspiring people to LIVE FIT.
Jefferson Slack managing director commercial Aston Martin Aramco Formula One Team said “At Aston Martin Aramco, we pride ourselves on how we interact with and engage our fans, with the aim of creating unique experiences that can’t be found anywhere else in the paddock. Our new partnership with CELSIUS provides an exciting opportunity to bring fresh energy to our I/AM programme, further connecting ambition, culture and community.”
“Kicking off with our first co-hosted Run Club in Melbourne, throughout the season we will create several creative activations to bring the partnership to life and celebrate a movement of positive energy together.”
“Aston Martin Aramco’s passionate fan base makes for a synergistic partnership, kickstarting an exciting new era for CELSIUS in Formula 1,” commented Kyle Watson, chief brand officer of Celsius. “With a shared drive to LIVE FIT, push boundaries and achieve excellence, we’re thrilled to activate the Aston Martin Aramco partnership on a global scale and further integrate CELSIUS at the intersection of culture and sport.”
As CELSIUS continues to expand its global footprint, available in the US, Canada, the United Kingdom, Australia, France and beyond, Formula 1 is the ultimate stage to connect with fans worldwide. Through its partnership with Aston Martin Aramco, CELSIUS brings immersive experiences to an engaged Formula 1 fanbase.
The partnership will also help elevate the CELSIUS LIVE. FIT. GO.TM campaign, launched in the US, Canada, and Australia in 2025, with additional markets planned for 2026, creating opportunities to further connect with the wellness-minded consumers.
In a continued expansion of the campaign, CELSIUS and Aston Martin Aramco will team up on activating LIVE FIT experiences, creating unique, co-branded cultural moments and fitness activations that bring both brands to life.
Together, both brands will bring the LIVE FIT mindset into the world of racing, creating new ways for fans to engage with race day excitement.
As part of the partnership, CELSIUS and Aston Martin Aramco will collaborate on a series of events, engaging the fitness and Formula 1 community alike during key races, and bringing the LIVE. FIT. GO. mindset to life.
Kicking off at the Melbourne Grand Prix – with additional locations races to be announced – a co-hosted run challenge will provide fans the chance to complete custom run segment(s) inspired by race circuits, city landmarks and Aston Martin Aramco touchpoints.
CELSIUS’ energy drink will help energise the Aston Martin Aramco garage and fan experiences all throughout the season, both on and off the track, including wherever CELSIUS is sold.
