Lewis Hamilton set to part ways with long-time sponsor Monster Energy
12/21/2024 05:16 AM
Lewis Hamilton's career is about to begin a new chapter in 2025 when he will officially start his journey with Ferrari. After 11 seasons driving for the Mercedes team, the seven-time world champion is on his way to Maranello. This path is leading Lewis Hamilton to part ways with his long-time sponsor, Monster Energy.
According to information obtained by SportBusiness, Lewis Hamilton is close to reaching a separation agreement with his historic sponsor Monster Energy. This relationship has lasted for many years, since his debut with the Brackley team. The bond became more "personal" when the energy drink brand formed a collaboration with the driver in early 2017.
With the partnership between the team and Monster ending at the end of 2023, the brand shifted its focus to McLaren. This agreement was signed at the beginning of 2024, at the start of the new motorsport season. However, the relationship between Hamilton and Monster Energy continued throughout 2024, as a collaboration between the driver and the brand.
As the chapter with Mercedes nears its end, and consequently the relationship with Monster, Lewis Hamilton seems close to signing a new agreement. In 2023, Scuderia Ferrari signed a collaboration with Celsius, a rival brand of Monster and Red Bull. This is a logical step as Lewis Hamilton's official adventure with Ferrari begins.
If the negotiations conclude positively, both drivers will be able to display the Celsius logo on their suits. In 2024, Charles Leclerc became a brand ambassador, participating in several company and marketing events. If the Hamilton – Celsius collaboration concludes positively, the British champion would further enrich his portfolio of partnerships. New agreements include Dior, Tommy Hilfiger, and the well-known watchmaker IWC.
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