McLaren steals Monster Energy sponsorship from Mercedes
Monster Energy is one of those brands that we have already seen somewhere, without even really having tried the product or without even really knowing what it is. They have been part of the Formula 1 world for 14 seasons, alongside Mercedes. But today, the beverage brand is turning to McLaren.

Monster Energy has partnered with McLaren in what is described as a multi-year contract, which will lead to the appearance of the iconic M logo, recognizable on the helmets, racing suits, caps, and water bottles of drivers Lando Norris and Oscar Piastri, for the 2024 season.
The CEO of McLaren Racing, Zak Brown, has always used his extensive experience in business and marketing to recruit top sponsors such as Google, Dell, and British American Tobacco. These initiatives were favored by the popularity boom brought on by Netflix. The signing with Monster is even more significant as it moves the energy drink company away from rival team Mercedes, with whom it had been partnered for 14 seasons.
Rodney Sacks, President and Co-CEO of Monster Energy Company, said, “« Monster Energy is proud to begin this new chapter of its journey in F1 with McLaren Racing. Monster focuses on enhancing the fan experience and is partnering with a world-class team and its elite drivers to share our passion with the global F1 audience. We anticipate truly exciting programs with Lando and Oscar and are thrilled to race together starting in 2024. »”
Brown added: « We are thrilled to join forces with the iconic brand Monster Energy starting next season. Monster focuses on celebrating athletes through bold ideas and creating impressive content. So, we are looking forward to exploring ideas and finding new ways to engage and entertain our fans ».
Rodney Sacks also wished to address Mercedes regarding their long-standing collaboration: “« We would like to express our sincere gratitude to the Formula 1 team Mercedes, and to Toto Wolf in particular, for a partnership that has spanned over a decade and where we have celebrated wonderful successes together. We wish the team good luck for their upcoming championship campaigns ».”
Hamilton, on the other hand, has his own personal sponsorship contract with Monster. The seven-time champion lends his name to a range of sugar-free drinks. This collaboration is expected to continue despite the end of the partnership with Mercedes.