Celsius strikes multi‑year global partnership with Aston Martin Aramco Formula One Team

Functional energy drink brand Celsius has signed an exclusive multi‑year global partnership with the Aston Martin Aramco Formula One Team, becoming the team’s official Global Energy Drink Partner in a deal that will activate across racing, fitness and fan engagement platforms worldwide.

Announced on 22 January 2026, the partnership marks Celsius’ most significant move yet into global motorsport, aligning the fast‑growing functional drink with one of Formula 1’s most ambitious teams. The collaboration will see Celsius integrated across the Aston Martin Aramco garage, hospitality areas, retail touchpoints and branded fitness activations throughout the season.

Celsius enters the partnership during a period of rapid international expansion, with the brand now available in the US, Canada, the UK, Australia, France and additional markets. Formula 1’s global reach provides a powerful platform to connect with new consumers and reinforce the brand’s LIVE. FIT. GO. ethos.

A new era of fan engagement

Jefferson Slack, managing director commercial at Aston Martin Aramco, said the partnership will bring new energy to the team’s fan‑facing initiatives.

“At Aston Martin Aramco, we pride ourselves on how we engage our fans. 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, we’ll create several creative activations throughout the season to celebrate a movement of positive energy together.”

Celsius will play a central role in new fitness‑driven fan experiences, including co‑branded run challenges inspired by race circuits and city landmarks. The first activation will debut at the Melbourne Grand Prix, with additional race‑week events to follow.

Strengthening Celsius’ global brand momentum

Kyle Watson, chief brand officer of Celsius Holdings, Inc., said the partnership reflects the brand’s ambition to expand its cultural footprint.

“Aston Martin Aramco’s passionate fan base makes for a synergistic partnership, kickstarting an exciting new era for Celsius in Formula 1. With a shared drive to LIVE FIT™, push boundaries and achieve excellence, we’re thrilled to activate the partnership on a global scale and further integrate Celsius at the intersection of culture and sport.”

The collaboration will also amplify the Celsius LIVE. FIT. GO. campaign, which launched across the US, Canada and Australia in 2025 and will expand into new markets in 2026. The campaign focuses on inspiring everyday achievers and wellness‑minded consumers — an audience that aligns closely with Formula 1’s growing global fanbase.

Bringing functional energy to the world of racing

Throughout the season, Celsius will energise both the Aston Martin Aramco team environment and fan experiences, with the brand’s zero‑sugar functional energy drinks featured across team operations and consumer touchpoints.

The partnership aims to merge performance, wellness and culture, creating new ways for fans to engage with race‑day excitement while promoting active lifestyles. From trackside activations to retail integrations, Celsius and Aston Martin Aramco will work together to bring the LIVE. FIT. GO. mindset to life around the world.

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