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McLaren Racing Secures Multi-Year Partnership Ending Monster Energy's 14 Seasons with Mercedes AMG

  • Writer: Aly Davie
    Aly Davie
  • Nov 28, 2023
  • 2 min read
Press release photo, a black background with a white and papaya orange McLaren logo on the left, an X in the middle half papaya orange and half monster energy green. The Monster Energy log is to the left of the X.

McLaren Racing announced that Monster Energy has joined the McLaren Formula 1 Team as an Official Partner for the 2024 season and beyond.


The multi-year partnership will see Monster Energy continuing its journey in motorsport sponsorship in a new racing season alongside McLaren. Bringing Monster Energy's 14-year partneship with Mercedes to an end following another difficult season for the team.


What do we know so far?


The partnership with Monster Energy is seen as a strategic boost for McLaren, coinciding with their upward trajectory in the sport. Renowned for enhancing fan experiences, the partnership will focus on exciting activations and orginal content to accompany the recognisable 'M' logo on McLaren drivers' racewear. From the 2024 F1 season, Monster Energy will be featured on the helmets, race suits, caps, and drinks bottles of Lando Norris and Oscar Piastri. Monster Energy have revealed they are "planning some really exciting programs with Lando and Oscar and are excited to go racing together from 2024".


Oscar Piastri and Lando Norris are sat in front of a race crowd wearing their McLaren uniforms and hats. Many of the crowd are wearing McLaren Racing hats in the background too.
Source: McLaren Racing

What can we expect from the partnership?


Both McLaren and Monster Energy are promising dynamic fan enagement activations and original content that leverages Monster Energy's commitment to celebrating atheletes and fostering engagement. McLaren Racing CEO, Zak Brown, has shared his excitement for the new partnership stating "we can’t wait to explore ideas and find new ways to engage and entertain our fans". Over the season, Norris and Piastri have demonstrated their cheeky and fun personas, it's safe to say fans can expect high-energy activations that showcase their personalities and love of the sport.


What does this mean for Mercedes?


On the surface it may seem like Monster Energy has made a dramatic move joining McLaren after 14-years with Mercedes. However, despite finishing second in the Constructors Championship, Mercedes haven't had the smoothest season with 2023 marking the first season without a race win for the Silver Arrows since 2011. McLaren and Mercedes both hold eight Constructors titles yet throughout the 2023 season Mercedes has been on a negative trajectory contrary to McLaren who have been continuing to impress both on and off the grid with their newest driver duo.


George Russell and Lewis Hamilton standing next to each other in their helmets and race suits that show the Monster Energy logo on them.
Source: Mercedes-AMG Petronas Formula One Team

McLaren not only boasts an impressive team of drivers, with Oscar Piastri's debut mirroring that of Hamilton himself, but also an attractive commercial opportunity. Zak Brown has used his vast experience in the commercial and marketing sectors to build the largest sponsorship portfolio in Formula 1, bringing onboard an array of high-profile sponsors such as Google and British American Tobacco, propelled further by the Netflix-led Drive to Survive popularity boom for F1.


Even though Monster Energy will no longer be an Official Partner of the Mercedes Team, Lewis Hamilton will maintain his personal sponsorship deal with the energy drinks brand. The seven-time World Champion has lended his name to a range of zero-sugar energy drinks over the years. It is likely we will continue to see Monster Energy on Hamilton's racewear, bottle, and caps, with the iconic branding potentially featuring on his car livery too.

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