After 14 years as a sponsor of the Formula 1 racing team Mercedes-AMG Petronas, the company Monster Energy has decided to switch to the competition. At McLaren, the new deal is associated with high hopes.
Monster Energy is breaking new ground in Formula 1. At the start of the 2024 season, the beverage manufacturer will no longer advertise with Mercedes, but with McLaren.
“We would like to express our sincere appreciation to the Mercedes-AMG PETRONAS Formula 1 team and in particular Toto Wolff for a partnership that has spanned more than a decade and in which we have celebrated wonderful successes together. We wish the team all the best the upcoming championships,” said Rodney Sacks, co-CEO of Monster Energy, thanking him for the long collaboration.
Now the company is “proud” to be opening a “new chapter” with its competitor McLaren. “We are planning some really exciting programs with Lando (Norris, editor’s note) and Oscar (Piastri) and look forward to racing together from 2024.”
McLaren wants to “delight and entertain” fans with new sponsor
As McLaren highlighted in a statement, the deal is a multi-year agreement. From the new season, the company’s logo will be visible on the helmets, racing suits, caps and drinks bottles of the two regular drivers.
“We’re excited to partner with the iconic Monster Energy brand starting next season. Monster is focused on celebrating athletes through bold ideas and creating great content. We can’t wait to develop ideas and find new ways to to inspire and entertain our fans,” said McLaren boss Zak Brown.
The plan is to “improve the fan experience” and develop “original content” with the new partner.