Aston Martin signs former Ferrari sponsor Celsius for F1 2026

Aston Martin has secured a multi-year partnership with energy drink brand Celsius, which previously sponsored rivals Ferrari, ahead of the 2026 Formula 1 season. The deal marks a significant commercial shift as the brand moves its primary F1 allegiance from Maranello to Silverstone.

Why it matters:

Sponsor movement between top teams is a key indicator of commercial momentum in F1. Celsius's switch from the established, historic Ferrari to the ambitious, upwardly-mobile Aston Martin signals confidence in the British team's project and marketability. For Aston Martin, landing a sponsor from a front-running team bolsters its commercial portfolio as it continues to build towards title contention.

The details:

• Celsius initially partnered with Ferrari for the 2023 US races before signing a two-year deal for the 2024 and 2025 seasons.
• The brand also had a personal sponsorship arrangement with Ferrari driver Charles Leclerc, which is believed to have concluded alongside the team deal.
• Aston Martin confirmed Celsius as its new global energy drink partner, linking the brand to the team's 'I / AM' fan engagement programme.
• The partnership will launch with a co-hosted 'Run Club' event at the 2026 season-opening Australian Grand Prix, featuring fan run segments inspired by circuits and landmarks.
• The deal follows a major $550 million investment into Celsius by PepsiCo in 2022, which acquired an 8.5% stake in the company.

The big picture:

Celsius has been aggressively expanding its sports marketing footprint beyond F1, with sponsorships in Major League Soccer (until 2026) and the Professional Fighters League, alongside deals with athletes like footballer Declan Rice. Its move to Aston Martin represents a strategic alignment with a team on a clear growth trajectory, offering a dynamic platform for its 'LIVE FIT' campaign. For Aston Martin, replacing a title partner like Aramco is unlikely, but adding reputable brands like Celsius strengthens its commercial foundation for the long-term 2026 project.

What's next:

The focus will be on how Celsius activates the partnership throughout the 2026 season and whether it extends to a personal deal with either Fernando Alonso or Lance Stroll, filling the void left by Leclerc. The collaboration will be a test case for how effectively Aston Martin can leverage its fan engagement initiatives to deliver value for partners outside of traditional car branding.