Celsius Energy Drink breaks the bank for the seven-time Formula 1 world champion, Lewis Hamilton, a brand with which he has just signed an agreement estimated at 50 million euros, which will notably finance projects of his “Mission 44” foundation.
On February 19, 2025, Lewis Hamilton, dressed in his red tunic, will present his new Ferrari single-seater, to launch the adventure with the Scudedria, after 17 years of loyalty to Mercedes-Benz. Discreetly, the Celsius brand logo, already present this season, will appear on the car. A partnership for Ferrari estimated at 5 million euros per season. But it is Hamilton who will benefit from the jackpot.
Indeed, according to our information, after 7 years of contract with Monster Energy, the seven-time world champion signed a contract worth 50 million euros with Celsius Energy Drink. This provides for the participation of the pilot in an advertising campaign for the brand, the creation of a limited series of cans bearing the image of its number 44, etc. But, above all, Celsius is committed to financing projects of the pilot foundation.
A 3-year contract with Hamilton plus financial support from his foundation
Celsius Energy Drink has been part of the Pepsi Co galaxy since 2022 (8.5% of the capital for a valuation of $8 billion), its 2024 turnover estimated at $355 million. The deal with Hamilton is a big investment including the pilot's fee (8 million per year for 3 years), plus a fund for the pilot's foundation, Mission 44 estimated at 25 million total.
Already in the agreement reached in February 2024, Lewis Hamilton had support in his contract from Ferrari, for the financing of his “Mission 44” foundation, estimated at 20 million euros. The agreement with Celsius Energy Drink will further accelerate the development of Hamilton's charitable project, especially on the African continent, to finance children's education.
