Ferrari has announced that its partnership with energy drink brand Celsius has expanded globally, with the team unveiling its race overalls for the 2024 Formula 1 season. Celsius previously partnered with the Scuderia on a part-time basis, activating for F1’s U.S.-based rounds in Miami, Austin, and Vegas. The new deal sees Celsius become a permanent global partner, with a constant presence in the Ferrari garage and fan activations throughout the year. This partnership will help Celsius gain traction in overseas markets, including Canada and the British Isles. Lorenzo Giorgetti, Chief Racing Revenue Officer at Scuderia Ferrari, expressed excitement about the expanded collaboration, while Kyle Watson, Executive Vice President of Marketing at Celsius, highlighted the shared competitive spirit between the two brands.
The announcement of the Celsius deal was accompanied by a glimpse of Ferrari’s new overalls for the 2024 season, which will be worn by drivers Charles Leclerc and Carlos Sainz. Ferrari shared additional images on social media, showcasing the predominantly red overalls with white and yellow accents. Each race suit features the respective driver’s national flag across the waist, and the thermal underlayer has a white back with the driver’s number in red and a yellow stroke. These overalls provide a preview of how Ferrari will incorporate its classic colors on the SF-24, set to be unveiled on February 13th.
According to the Source motorsportweek.com