Aston Martin signs new partnership with CELSIUS

British Formula One team Aston Martin have inked a new multi-year partnership agreement with functional energy drink brand CELSIUS, who will join the team as an Official Team Partner and also the Official Global Energy Drink Partner of Aston Martin. Both will work together on ‘immersive’ fan experiences and other campaigns to get the fans closer to the team and sport. CELSIUS’ products will also be present at the Aston Martin garage throughout the season during the race weekends, on and off the track.

Jefferson Slack, Managing Director Commercial, Aston Martin Aramco Formula One Team, commented,

“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.”

Kyle Watson, Chief Brand Officer of Celsius Holdings, Inc., added,

“Aston Martin Aramco’s passionate fan base makes for a synergistic partnership, kickstarting an exciting new era for CELSIUS in Formula One. 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.”