Celsius has agreed an exclusive, multi‑year global deal with Aston Martin Aramco, becoming the Formula 1 team’s partner and official global energy drink partner.
The partnership runs across the 2026 season and beyond, with fan‑facing activity built around Aston Martin Aramco’s I/AM programme and Celsius’ fitness‑led positioning. Initial plans include a co‑hosted Run Club in Melbourne and further ‘Run Challenge’ events at key races, giving fans the chance to complete segments inspired by race circuits, city landmarks and team touchpoints.
Celsius will use the tie‑up to expand its footprint across core markets including the US, Canada, the UK, Australia and France, aligning with the global audience growth of Formula 1. The brand will also build on its 2025 ‘Live. Fit. Go.’ campaign (with more markets planned for 2026), creating co‑branded fitness activations and cultural moments with the team.
The zero‑sugar energy drink will feature across garage and fan experiences throughout the season, with in‑person and retail touchpoints wherever Celsius is sold.
