Monster Energy Joins McLaren in New Formula 1 Partnership and Bids Farewell to Mercedes
Energy drinks powerhouse Monster Energy has recently revealed a new partnership with the McLaren Formula 1 racing team, marking the end of its longstanding collaboration with the Mercedes F1 team. Under the terms of a multi-year deal, Monster Energy will take on the role of an official partner for McLaren, making its presence felt on various platforms.
Come the 2024 F1 season, fans can expect to see the Monster Energy logo prominently displayed on the helmets, race suits, caps, and drinks bottles of McLaren drivers Lando Norris and Oscar Piastri. As a brand synonymous with high-energy motorsports sponsorships, Monster Energy will also join forces with McLaren to craft engaging activations and produce original content.
Zak Brown, Chief Executive of McLaren Racing, expressed enthusiasm about the partnership, stating, “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.”
This collaboration signifies the end of Monster Energy’s 14-year association with Mercedes, with Rodney Sacks, Chairman and Co-Chief Executive of Monster Energy Company, expressing gratitude for the fruitful partnership. Sacks commented, “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.”
In addition to the Monster Energy deal, McLaren has been making strategic moves in the sponsorship arena. Recently, the team unveiled a partnership with Udemy, an online learning platform and skills marketplace. In an innovative arrangement, Udemy is set to become the official learning and skills partner of McLaren Racing, spanning across F1, IndyCar, Formula E, and Extreme E. This multi-series collaboration showcases McLaren’s commitment to diverse and forward-thinking partnerships beyond the racetrack.
