Premium energy drink brand CELSIUS has entered an exclusive, multi-year global partnership with the Aston Martin Aramco Formula One Team, becoming the team’s official Global Energy Drink Partner. This collaboration marks an exciting new chapter for both brands, combining high-performance energy with the thrill of Formula 1.
The partnership comes at a pivotal moment for CELSIUS, as the brand continues its international expansion across markets including the U.S., Canada, the UK, Australia, and France. Aligning with Aston Martin Aramco allows CELSIUS to tap into the global momentum of Formula 1, connecting with fans worldwide and promoting its signature LIVE. FIT. GO. lifestyle ethos.
Jefferson Slack, Managing Director Commercial at Aston Martin Aramco Formula One Team, commented:
“At Aston Martin Aramco, we pride ourselves on engaging our fans in unique ways that can’t be found anywhere else in the paddock. Our partnership with CELSIUS brings fresh energy to our I/AM programme and will enable creative activations throughout the season, starting with our first co-hosted Run Club in Melbourne.”
Kyle Watson, Chief Brand Officer of Celsius Holdings, Inc., added:
“With a shared drive to LIVE FIT, push boundaries, and achieve excellence, we’re thrilled to activate the Aston Martin Aramco partnership globally. This collaboration integrates CELSIUS at the intersection of culture, sport, and wellness, inspiring fans to energize their everyday lives.”
Energising Fans On and Off the Track
As part of the partnership, CELSIUS and Aston Martin Aramco will co-host a series of LIVE. FIT. GO. events, combining fitness and racing excitement. The collaboration kicks off at the Melbourne Grand Prix with a Run Challenge, allowing fans to complete custom race-inspired segments around city landmarks and iconic circuits. Additional events will be announced throughout the Formula 1 season.
The partnership also amplifies CELSIUS’ global LIVE. FIT. GO. campaign, initially launched in the U.S., Canada, and Australia in 2025, with further international expansion planned for 2026. Fans can expect immersive experiences and co-branded activations that celebrate both fitness and racing culture, bringing the LIVE FIT mindset directly into the world of Formula 1.
About CELSIUS
CELSIUS is a premium functional energy drink brand built for active lifestyles. With zero sugar and refreshing flavours, CELSIUS energises everyone from elite athletes to everyday achievers. Its LIVE. FIT. GO. mantra underpins a commitment to supporting fitness, performance, and a positive, active lifestyle.
About Aston Martin Aramco Formula One Team
Founded in 1913 by Lionel Martin and Robert Bamford, Aston Martin has a rich racing heritage, from early successes at the Aston Hill Climb to its Le Mans victory in 1959. Returning to Formula 1 in 2021 under Lawrence Stroll’s leadership, the team now features drivers Lance Stroll, Fernando Alonso, and rising talent Jak Crawford. Its Driver Academy also nurtures future stars like Mari Boya and Mathilda Paatz, guided by Jessica Hawkins.
Off the track, Aston Martin Aramco leads fan engagement through its I / AM programme and drives sustainability, inclusion, and community initiatives via the Make A Mark ESG programme. Partnerships with Racing Pride, Spinal Track, and the Aleto Foundation highlight the team’s dedication to inclusivity, accessibility, and leadership development.
With CELSIUS energising both fans and the Aston Martin Aramco team, this partnership promises to bring performance, wellness, and excitement to Formula 1® audiences worldwide.
