Celsius and Formula One have kicked off a partnership in the UK to help accelerate the excitement surrounding the upcoming British Grand Prix. The partnership will include a run club experience from June 30 to July 5, 2026 in Regent's Park in London alongside an installation at Outernet London thanks to a partnership with the Aston Martin Aramco Formula One Team. The energy drink brand is slated to deliver 20,000 samples over the course of the weekend with some visitors getting the chance to win an exclusive race week experience and Silverstone-themed merch.
Head of Marketing UK&I at Celsius Carlotta Cattelani commented on the partnership saying, "Silverstone weekend is an exciting time for Celsius as our global partnership with the UK-based Aston Martin Aramco Formula One Team brings the energy home. This partnership goes beyond the circuit; from run clubs to fan experiences and immersive brand moments, we are creating opportunities for consumers to engage with Celsius at the intersection of fitness and culture."
Professional Racing Beverage Partnerships
Celsius and Formula One Debuted a Partnership in the UK
Trend Themes
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Fitness-led Fan Experiences — Run clubs tied to major sporting events signal a shift toward participatory brand activations that blend wellness routines with premium fan culture.
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Immersive Sports Sampling — Large-scale beverage sampling paired with digital installations creates new pathways for CPG brands to convert event excitement into measurable consumer trial.
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Culture-driven Sponsorships — Partnerships that extend beyond stadiums and circuits are redefining sponsorship value through lifestyle moments, merchandise, and localized urban experiences.
Industry Implications
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Energy Drinks — Performance beverage brands are expanding from functional positioning into fitness, entertainment, and motorsport ecosystems that support deeper consumer identity building.
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Motorsports — Formula One’s growing appeal as a lifestyle platform offers brands access to affluent, international audiences through experiential partnerships outside race venues.
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Experiential Marketing — Urban installations, exclusive prizes, and community fitness programming are reshaping live brand engagement into hybrid cultural events with stronger data and loyalty potential.