Two of Formula 1 (F1) motor racing’s traditional powerhouses, Ferrari and McLaren, have unveiled further commercial partnerships as F1 teams look to fill out their sponsor rosters in advance of the 2024 season.
Ferrari have renewed and expanded their deal with energy drink brand Celsius, which is now a global team partner, while McLaren have brought in Optimum Nutrition as their official sports nutrition partner.
That latter brand will have space on the overalls of the McLaren drivers, and on the clothing of the pit crew, through the deal. The brand will support McLaren’s team performance, health, and wellbeing, “with science-led sports nutrition products.”
Celsius, meanwhile, will “continue to energize Scuderia Ferrari on track and in Maranello [the team’s headquarters] with the essential energy of its fitness drink.”
Ferrari fans will also be able to take part in activations organized by Celsius during the 2024 season, which gets underway in Bahrain in early March.
These deals have been unveiled with both Ferrari and McLaren having announced numerous other commercial partnerships in recent weeks.
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Ferrari have brought in private market asset management company Z Capital Group, Peroni Nastro Azzurro 0.0%, and Danish electronics brand Bang & Olufsen (through an extension). McLaren, meanwhile, last week unveiled new deals with global hygiene company Ecolab and cloud computing software Dropbox, and an expanded tie-up with Workday.
Ferrari finished in third place in the 2023 F1 constructors’ standings, with McLaren one spot behind in fourth.
The 2024 F1 season will feature a record 24 grands prix and conclude on December 8 in Abu Dhabi.