The Ferrari Formula One team have named Celsius as their energy drinks partner for all three races in the US this season.
- Celsius branding will be on the car at the Miami, United States and Las Vegas Grands Prix
- Company to roll out digital and social media content, with activations planned on and off track
Context: Lifestyle energy drink brand Celsius is highlighting its focus on the US market with this move, but it is certainly not the first energy drink to see Formula One as a brand-building opportunity. Red Bull has been in Formula One since 2005, while Monster Energy has partnered with Mercedes since 2010.
Comment: John Fieldly, chief executive of Celsius, said: “Ferrari has been an iconic brand in Formula One’s long history and we are thrilled to power the team with Celsius providing Essential Energy for peak performance. Competing at the highest level of performance is in our DNA at Celsius and having a partner who shares our mindset and passion for performance is a perfect match.”
Coming next: The brand will first be on the Ferrari car at the Miami Grand Prix on 7th May, before events in Austin (22nd October) and Las Vegas (18th November).