McLaren poaches Monster Energy sponsorship from Mercedes

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The McLaren F1 team has added Monster Energy to its 2024 pool of sponsors, thus luring the global energy drink company away from Mercedes after a 14-year association with the Brackley squad.

McLaren says that it has secured a multi-year deal with Monster Energy, adding that the exciting collaboration will see the energy drink’s brand prominently displayed on the helmets, race suits, caps, and drinks bottles of McLaren drivers Lando Norris and Oscar Piastri from the 2024 season onwards.

Monster Energy is renowned for its commitment to enhancing fan experiences, and its partnership with McLaren is no exception. The two companies will work together to create exciting activations and original content that will engage fans around the world.

"We are delighted to join forces with the iconic Monster Energy brand from next season onwards,” commented McLaren Racing CEO Zak Brown.

“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.”

Read also: McLaren decision to stay with Mercedes ‘straightforward’ – Stella

Monster Energy’s deal with McLaren opens a new chapter in the company's motorsport sponsorship journey.

While the brand’s ‘M’ badge will no longer appear on Mercedes’ F1 cars it is nevertheless expected that the company will extend its personal sponsorship deal with Lewis Hamilton.

Rodney Sacks, chair and co-CEO of Monster Energy Company, said: “We would like to express our sincere appreciation to the Mercedes Formula 1 team, and Toto Wolf in particular, for a partnership that has spanned well over a decade and seen us celebrate some wonderful success together.

“We wish the team well for their upcoming championship campaigns.

“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.”

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Phillip van Osten

Motor racing was a backdrop from the outset in Phillip van Osten's life. Born in Southern California, Phillip grew up with the sights and sounds of fast cars thanks to his father, Dick van Osten, an editor and writer for Auto Speed and Sport and Motor Trend. Phillip's passion for racing grew even more when his family moved to Europe and he became acquainted with the extraordinary world of Grand Prix racing. He was an early contributor to the monthly French F1i Magazine, often providing a historic or business perspective on Formula 1's affairs. In 2012, he co-authored along with fellow journalist Pierre Van Vliet the English-language adaptation of a limited edition book devoted to the great Belgian driver Jacky Ickx. He also authored "The American Legacy in Formula 1", a book which recounts the trials and tribulations of American drivers in Grand Prix racing. Phillip is also a commentator for Belgian broadcaster Be.TV for the US Indycar series.