Energy drinks brand Monster Energy has announced a new partnership with the McLaren Formula 1 motor racing team and an end to its long-standing association with Mercedes.

Monster will serve as an official partner of McLaren under a multi-year deal.

From the 2024 F1 season, the brand will be featured on the helmets, race suits, caps, and drinks bottles of McLaren drivers Lando Norris and Oscar Piastri.

The energy drink brand, a prominent sponsor in motorsports, will also collaborate with McLaren to create activations and original content.

Zak Brown, McLaren Racing's chief executive, said: "We are delighted to join forces with Monster Energy from next season onwards. Monster focuses on celebrating athletes through bold ideas and creating content, so we can’t wait to explore ideas and find new ways to engage and entertain our fans.”

The agreement with McLaren brings to a conclusion Monster’s 14-year relationship with Mercedes.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Rodney Sacks, chairman and co-chief executive of Monster Energy Company, added: "We would like to express our sincere appreciation to the Mercedes-AMG Petronas Formula One Team, and Toto Wolff in particular, for a partnership that has spanned well over a decade and seen us celebrate some wonderful success together."

Earlier this month, McLaren unveiled a multi-series partnership with Udemy, an online learning platform and skills marketplace.

Through a first-of-its-kind deal, Udemy is set to become the official learning and skills partner of McLaren Racing, and specifically the organization’s teams across F1, IndyCar, Formula E, and Extreme E.