Aston Martin signs multi-year deal with former Ferrari partner CELSIUS

Aston Martin has entered into a multi-year partnership with the zero-sugar energy drink brand CELSIUS.

The new partnership will bring fan activations on and off the track, in the garage and hospitality areas, as well as introducing branded fitness experiences.

In addition, the new collaboration will introduce a co-hosted Run Challenge giving fans the opportunity to complete custom run segments inspired by race circuits, city landmarks and Aston Martin touchpoints. This Run Challenge will begin at the season-opening Australian Grand Prix, and further race weekends will be announced.

Jefferson Slack, commercial managing director of the outfit said: “At Aston Martin Aramco, we pride ourselves on how we interact with and engage our fans, with the aim of creating unique experiences that can’t be found anywhere else in the paddock.

"Our new partnership with CELSIUS provides an exciting opportunity to bring fresh energy to our I/AM programme, further connecting ambition, culture and community.

“Kicking off with our first co-hosted Run Club in Melbourne, throughout the season we will create several creative activations to bring the partnership to life and celebrate a movement of positive energy together.”

Kyle Watson, chief brand officer of Celsius Holdings, Inc. added: “Aston Martin Aramco’s passionate fan base makes for a synergistic partnership, kickstarting an exciting new era for CELSIUS in Formula 1.

Lance Stroll, Aston Martin Racing

Photo by: Sam Bloxham / Motorsport Images

“With a shared drive to LIVE FIT™, push boundaries and achieve excellence, we’re thrilled to activate the Aston Martin Aramco partnership on a global scale and further integrate CELSIUS at the intersection of culture and sport.”

CELSIUS had previously partnered with the Ferrari F1 team but has made the move to the Silverstone outfit ahead of the 2026 season.

The 2026 F1 season will begin with the Australian Grand Prix from 6-8 March followed by the Chinese Grand Prix the week after.