F1 Shakeup: CELSIUS Ditches Ferrari to Fuel Aston Martin’s 2026 Push

While fans usually fixate on driver upgrades, the commercial battles off the track can be just as fierce. In a major move ahead of the pivotal 2026 season, Aston Martin Aramco has officially secured a multi-year global partnership with CELSIUS.

This deal names the fitness-focused beverage brand as the team’s official Global Energy Drink Partner. It’s a significant switch-up in the paddock, seeing CELSIUS move away from its recent high-profile relationship with Ferrari to bet big on the British racing green of Aston Martin. For a team looking to cement its status as a championship contender, this partnership is about more than just a logo on a rear wing—it’s a signal of intent.

The Checkered Flag on the Ferrari Era

To understand the weight of this announcement, you have to look at where CELSIUS came from. The brand had established a visible presence in Formula 1 starting in 2023, riding along with the prancing horse of Scuderia Ferrari. That relationship, which included a personal sponsorship with star driver Charles Leclerc, was seen as a major entry point into the sport for the energy drink company.

Aston Martin is currently positioning itself for a massive push under the new 2026 regulations. By jumping ship now, CELSIUS is basically buying stock in Aston Martin’s future. The goal is to grow globally alongside a team that is hungry to disrupt the grid’s hierarchy.

More Than Just a Sticker: Activating the Fanbase

Modern F1 sponsorships have evolved. It’s no longer enough to just slap a decal on the sidepod and call it a day. Fans want experiences, and brands want engagement. Aston Martin’s commercial team, led by Managing Director Jefferson Slack, has made it clear that this partnership is designed to offer tangible value to the fans.

This collaboration fits seamlessly into the team’s “I/AM” program, which focuses on inclusivity and bringing fans closer to the sport. Both parties have emphasized that this deal relies heavily on “experiential activations.”

So, what does that look like on race weekend?

One of the headline initiatives is the co-hosted Run Challenge. Set to launch at the Australian Grand Prix, this activation invites fans to stop being passive spectators and get active. It’s a smart play that aligns the functional, health-conscious branding of CELSIUS with the high-performance nature of F1. It could also help attract casuals to the sport/brand as well.

Why 2026 Matters

Aston Martin is building a commercial and technical infrastructure to hit the ground running when those rules change.

Securing a long-term partner like CELSIUS now provides commercial stability. It also helps Aston Martin amplify its “lifestyle” positioning. F1 is booming in markets like the United States, and CELSIUS—a brand with aggressive expansion goals in the U.S., U.K., and Europe—needs a vehicle (literally and figuratively) to drive that market penetration.

What Fans Can Expect This Season

As the lights go out on the new season, the presence of CELSIUS will be felt immediately. Beyond the branding on the car and in the garage, the partnership promises to upgrade the hospitality experience.

Here is a breakdown of where this partnership will show up:

• Trackside Visibility: Prominent branding across Aston Martin’s garage & suites
• Digital Integration: Co-branded content across social channels including behind-the-scenes footage.
• Fan Events: The Run Challenge and other on-site fitness experiences
• Retail Initiatives: Joint retail pushes tied to specific race weekends throughout the calendar.

Frequently Asked Questions

Is CELSIUS still sponsoring Ferrari or Charles Leclerc?
No. The partnership with Ferrari and Charles Leclerc concluded at the end of last year. CELSIUS has moved exclusively to Aston Martin Aramco.

When does the partnership start?
The deal is effective immediately, with activations planned for the upcoming season.

What is the Run Challenge?
It is a fan engagement activity launching at the Australian Grand Prix, encouraging fans to complete running segments based on F1 circuits.

Fueling the Future

The switch from Ferrari to Aston Martin is a bold maneuver in the commercial championship. It highlights how beverage brands are fighting for prime real estate in a sport that is growing rapidly in value.

For Aston Martin, bringing CELSIUS on board adds a high-energy, consumer-facing partner to their portfolio, perfectly timed for their assault on the 2026 title. For fans, it means new ways to interact with the team—and perhaps a little extra energy to get through those early morning race broadcasts.