Months After Iconic Collab, Lewis Hamilton Suffers Major Setback as $53B Sponsor Jumps Ship to Rival Camp

The collaboration between Lewis Hamilton and Monster Energy has been one of innovation and celebration. Over the years, the 38-year-old British driver has had his own Monster Energy flavors, a testament to the fruitful partnership between the seven-time world champion and the energy drink giant. The pinnacle of their collaboration was the introduction of the Lewis Hamilton Zero Sugar Energy Drink earlier this year, a product of extensive testing and design finesse. However, in a recent development, instead of another punchy energy drink flavor, Monster Energy has handed Hamilton & Co. a gut punch.

The familiar Monster Energy branding, synonymous with Lewis Hamilton’s success, will no longer grace the Mercedes F1 team, signaling a significant change in the Formula 1 sponsorship landscape. The energy drink giant, valued at a staggering $53 billion, has decided to switch its allegiance from Mercedes to McLaren. In doing so, it’s marking a departure from its enduring 14-year sponsorship agreement with the Brackley-based team.

F1 journalist Adam Stern, breaking the news on X (formerly Twitter), shared, “@McLarenF1 has poached another big sponsor for the team, as @RedBull’s main rival in the energy drink space, @MonsterEnergy, is joining McLaren from @MercedesAMGF1 starting in 2024.“

The energy drink giant’s presence on the Mercedes F1 team’s livery, drivers’ overalls, and helmets became an integral part of the visual identity associated with Hamilton’s triumphs. However, the cheers surrounding this iconic collaboration have transformed into whispers of disappointment as Monster Energy shifts its allegiance. The once-familiar combination of the iconic Monster claw logo alongside the Mercedes star will be replaced by a new narrative as McLaren welcomes the energy drink powerhouse into its fold.

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While Lewis Hamilton and Mercedes grapple with the repercussions of Monster Energy’s departure, McLaren’s CEO Zak Brown is all smiles, and for a good reason, too.

Zak Brown is delighted to welcome Monster Energy to the McLaren stable

As the iconic energy drink brand joins the McLaren Formula 1 Team as an Official Partner for the 2024 season and beyond, Zak Brown expressed his delight at the collaboration. “We are delighted to join forces with the iconic Monster Energy brand from next season onwards,” Brown said, per McLaren’s official website. “Monster focuses on celebrating athletes through bold ideas and creating awesome content, so we can’t wait to explore ideas and find new ways to engage and entertain our fans.” The energy drink brand will not only feature prominently on the helmets, race suits, caps, and drinks bottles of McLaren drivers but will also aim to captivate the global F1 audience with exciting programs.

Rodney Sacks, Chairman and Co-CEO of Monster Energy Company, echoed Brown’s sentiment. “Monster Energy is proud to start this new chapter in its F1 journey with McLaren Racing. Monster is focused on enhancing fan experiences and partnering with a world-class team and its elite drivers to share our passion with F1’s global audience. We are planning some really exciting programs with Lando and Oscar and are excited to go racing together from 2024.”

The absence of Monster Energy from the Mercedes livery will be a visual reminder of the ever-evolving nature of Formula 1 partnerships. As the curtain rises on a new chapter, fans will be eagerly anticipating what this new collaboration will bring to Formula 1.

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