Get ready, F1 fans! The Aston Martin Aramco Formula 1 Team is powering up its fan experience game, forging an electrifying new multi-year partnership with zero-sugar energy drink giant, CELSIUS. This collaboration isn't just about branding; it's a strategic move to inject fresh energy into how the team connects with its global fanbase, on and off the track.
Key Points:
- Aston Martin F1 announces a dynamic multi-year partnership with CELSIUS.
- The deal promises immersive fan activations, including a global "Run Challenge."
- CELSIUS makes a strategic switch from its previous Ferrari F1 team sponsorship.
- The partnership aims to amplify fan engagement and promote a "LIVE FIT" lifestyle globally.
Fuelling the Green Machine: A New Chapter for Fan Engagement
This isn't merely a sponsorship deal; it's a statement of intent from Aston Martin F1 to deepen its connection with its passionate supporters. The "I/AM" programme, known for fostering ambition and community, will receive a significant boost, creating experiences that truly stand out in the competitive F1 paddock. Expect to see CELSIUS branding in the garage, hospitality zones, and across team activations.
Jefferson Slack, Commercial Managing Director for Aston Martin Aramco, emphasized the team's commitment. "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," he stated. "Our new partnership with CELSIUS provides an exciting opportunity to bring fresh energy to our I/AM programme."
Beyond the Circuit: Get Ready to Run!
One of the most exciting aspects of this partnership is the innovative fan activations designed to bring fans closer to the action. Fans can look forward to unique branded fitness experiences, but the standout initiative is the "Run Challenge." This co-hosted event invites participants to complete custom running segments inspired by iconic race circuits, city landmarks, and other Aston Martin touchpoints.
The first "Run Challenge" is set to kick off during the season-opening Australian Grand Prix, with more dates to be announced throughout the season. This initiative perfectly aligns with CELSIUS's "LIVE FIT" philosophy, merging the high-octane world of Formula 1 with active lifestyle pursuits.
CELSIUS's Strategic Shift: From Red to Green
This new alliance marks a significant strategic pivot for CELSIUS in the world of Formula 1. The zero-sugar energy drink brand previously held a partnership with the legendary Ferrari F1 team. However, CELSIUS has now made the bold move to the Silverstone-based Aston Martin Aramco F1 Team.
Kyle Watson, Chief Brand Officer of Celsius Holdings, Inc., highlighted the synergy. "Aston Martin Aramco’s passionate fan base makes for a synergistic partnership, kickstarting an exciting new era for CELSIUS in Formula 1," Watson commented. "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." This move underscores a growing trend of brands seeking strong, relatable partnerships within the sport.
What This Means for Aston Martin's Future
The partnership with CELSIUS isn't just about an energy drink; it signifies Aston Martin F1's dedication to innovative fan engagement and brand growth. By aligning with a brand focused on active lifestyles, Aston Martin broadens its appeal and reinforces its image as a team pushing boundaries, both on and off the track. This multi-year deal promises a vibrant future for fan interactions, setting a new benchmark for how F1 teams connect with their global community.
