CELSIUS brings fresh energy to Formula One with Aston Martin Aramco

Formula One has always been a stage for momentum. Speed measured in milliseconds. Margins defined by intent. This season, that sense of forward motion gains a new energy as CELSIUS enters a multi year global partnership with the Aston Martin Aramco Formula One Team, becoming the team’s Official Global Energy Drink Partner.

The collaboration marks a decisive step for CELSIUS as it deepens its presence in elite global sport, aligning with a team known for ambition, innovation and cultural relevance. It also signals a broader shift in how brands engage with Formula One audiences, moving beyond logos and sponsorship into lifestyle, wellbeing and community.

Energy that moves with the sport

CELSIUS joins Aston Martin Aramco at a moment of rapid growth for both brands. For the energy drink company, Formula One offers a truly global platform to connect with a new generation of fans who see sport as something lived, not just watched. The partnership will activate across race weekends and beyond, from the garage and hospitality areas to fan experiences, branded fitness activations and retail environments worldwide.

Rather than focusing solely on race day visibility, the collaboration is built around CELSIUS’ LIVE FIT GO mindset, bringing movement, wellness and positive energy into the rhythm of the season. From co hosted run clubs to circuit inspired challenges, fans will be invited to engage with the sport in new and more active ways.

A shared approach to culture and community

For Aston Martin Aramco, the partnership reflects a continued focus on fan connection. As Jefferson Slack explains, the team prides itself on creating experiences that cannot be found anywhere else in the paddock. CELSIUS adds a new dimension to that ambition, blending performance with lifestyle and culture.

The partnership will see activations roll out across the calendar, beginning with a co hosted run club in Melbourne and expanding to other key race locations. These experiences are designed to bring together racing fans, fitness communities and everyday achievers, reinforcing the idea that Formula One energy does not end when the chequered flag falls.

From track to everyday life

For CELSIUS, the move into Formula One represents a natural extension of its global growth strategy. Available across the United States, Canada, the United Kingdom, Australia, France and beyond, the brand continues to position itself at the intersection of sport, wellness and modern culture.

According to Kyle Watson, the partnership is rooted in shared values. Both brands are driven by pushing boundaries, achieving excellence and inspiring people to live actively. Formula One, with its global reach and highly engaged audience, offers the perfect environment to bring that philosophy to life.

As part of the collaboration, the LIVE FIT GO campaign will expand into new markets throughout twenty twenty six, supported by co branded experiences that merge race day excitement with everyday movement.

Performance on and off the grid

Throughout the season, CELSIUS will energise the Aston Martin Aramco garage, team operations and fan experiences, reinforcing the idea that performance extends beyond the car itself. From hospitality spaces to city landmarks, the partnership aims to create moments that feel immersive, accessible and motivating.

In a sport increasingly defined by innovation and engagement, this collaboration represents more than sponsorship. It is a cultural alignment between two brands that understand energy as something physical, mental and shared.

As the lights go out and the season unfolds, CELSIUS and Aston Martin Aramco bring a fresh current to Formula One. One built on movement, ambition and the belief that performance should be felt everywhere, not just on the track.