Monster Part Ways With Mercedes F1 And Will Be A New McLaren Sponsor

Monster Energy has joined forces with  McLaren, in what is described as a “multi-year” deal, which will see the recognizable “M” logo appear on helmets, racing suits, caps and drinks bottles (in the past with the Coca-Cola brand) by  Lando Norris and Oscar Piastri starting in the 2024 season.

Although Zak Brown, chief executive of McLaren Racing, has used his extensive experience in the commercial and marketing sectors to attract several high-profile sponsors – including Google, Dell and British American Tobacco (Velo) – moves helped by the boom of the popularity of Formula 1 driven by Netflix – the signing with Monster is more significant. As it distances the energy drink company from the rival team Mercedes.

Throughout the Brackley team’s run of eight constructors’ championships, and the recent era when they have had more problems. The “M” has appeared on the helmet and collar of Lewis Hamilton’s suit and his teammates,  Nico Rosberg and George Russell.

Hamilton has his personal sponsorship deal with Monster, which sees the seven-time champion lend his name to one of the drinks in their extensive range. This link is expected to continue even though the partnership with Mercedes comes to an end.

“We would like to express our sincere gratitude to the Mercedes F1 team, and Toto Wolff in particular, for a collaboration that has lasted more than a decade and has allowed us to celebrate some wonderful successes together,” stated Rodney Sacks, Chairman and Co-CEO of Monster Energy Company. We’re hoping for success for the club in their next championship runs.”

“With McLaren Racing, Monster Energy is excited to start this new chapter in its Formula One history. To share our enthusiasm with the worldwide F1 audience, Monster is concentrated on improving fan experiences and collaborating with a top team and its great drivers. With Lando and Oscar, we have some extremely exciting projects planned, and we can’t wait to go racing in 2024.”

Zak Brown also added: “We’re thrilled to be joining forces with the iconic Monster Energy brand starting next season. Monster is focused 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.”