The debate between fans of NASCAR and of Formula 1 often focuses on performance and driving styles, but a surprising common thread between the two sports emerges: common sponsors. Although the two worlds are fundamentally different, energy drink giants like Celsius et Monster Energy are bridging the gap—and shaking up the sponsorship landscape.
“Celsius Takes the Reins, Leaves Monster Energy in the Dust”
In a seismic shift in sponsorship, Celsiusa growing name in motorsports sponsorships, is set to replace Monster Energy as the main sponsor of the energy drink of Lewis Hamilton in 2025. This move aligns with Hamilton's transition to Ferrari, a team already partnered with Celsius since 2023. Hamilton joins fellow Ferrari driver Charles Leclerc to promote this multi-billion dollar brand, which has also established a presence in NASCAR.
“Lewis Hamilton is set to sign a commercial deal with energy drink brand Celsius as the curtain falls on his longtime association with Monster Energy,” SBJ's Adam Stern reported.
For Monster Energy, losing Hamilton—a seven-time F1 champion and global icon—is a significant setback. Their partnership dates back to 2017 and continued even when Monster shifted its focus from Mercedes to McLaren in 2024. However, with Celsius joining Ferrari, Monster's collaboration with Hamilton will end.
“Celsius: From NASCAR to Formula 1 and Back”
Celsius is no stranger to NASCAR, having worked with drivers like Corey LaJoie, AJ Allmendingerand the rising star Toni Breidinger. Breidinger, who will make his Truck Series debut next year, expressed pride in his connection to the brand, particularly because of its ties to Formula 1.
“F1 has a lot of hype at the moment, especially with the Netflix series and all that,” Breidinger said. “It’s cool to be a little part of the partnership they’re putting together too.”
Celsius' entry into NASCAR was not planned, but drivers who were fans of the drink approached the company directly. Corey LaJoiefor example, openly praised the brand, saying:
“If I had to have an energy drink, it was always a Celsius.”
“Monster Energy’s legacy in NASCAR remains”
Although Monster Energy may lose its F1 connection with Hamilton, it remains deeply entrenched in NASCAR, sponsoring high-profile drivers like Tyler Reddick et Riley Herbst. Monster's long-standing presence in NASCAR ensures that its brand remains a vital component, even as Celsius expands its footprint in both worlds of motorsports.
Although NASCAR and F1 operate in very different spheres—with contrasting fan bases, formats, and racing styles—the crossover of sponsors like Celsius highlights the increasing globalization of motorsports. As pointed out Toni Breidingerthe comparison between the two is like “apples and oranges”, but the common sponsors create a unique connection between the two worlds.
“What’s next for Celsius in motorsports? »
Celsius has a busy year ahead of him, balancing his commitments between NASCAR and F1. With Hamilton as its global ambassador, the brand is poised to leverage the Briton's star power while continuing to support drivers in the growing NASCAR ecosystem.
For fans of both sports, this shift in sponsorship highlights a deeper trend: the mixing of NASCAR and F1 sponsorships, fueled by brands eager to capitalize on the growing appeal of motorsport.
