The brand’s largest-ever UK activation takes motorsport beyond the circuit and brings it closer to consumers
Exclusive experiences and major consumer activations headline a multi-day campaign combining fitness and culture
CELSIUS®, the premium energy drink brand formulated for active lifestyles, is bringing big race energy to consumers across the country from Tuesday, 30 June through race weekend (3-5 July) with the brand’s largest-ever activation in the UK.
As the official Global Energy Drink Partner of the Aston Martin Aramco Formula One™ Team, CELSIUS will connect with fans during one of summer’s biggest sporting moments through immersive experiences, fitness activations, influencer engagement, shopper marketing, mass sampling, and paid media across the UK, whether at Silverstone, in London, in-store or on social channels.
The partnership reflects a shared commitment to performance, ambition and pushing boundaries. The multi-year collaboration extends beyond the circuit, bringing the brand's LIVE. FIT. GO.™ platform to life through fan-first engagement designed for the sport’s highly passionate, growing global audience.
The brand will start engines with a dedicated CELSIUS Run Club experience in London on Tuesday, 30 June. Inspired by motorsport excellence, the event will feature Team CELSIUS ambassador and Irish Olympic sprinter Rhasidat Adeleke leading warm-ups with lap-time challenges, pit stop hydration stations, and podium-style finishes.
On Sunday, 5 July, fans unable to attend the action at Silverstone will be able to experience an immersive takeover at Outernet London featuring an Aston Martin F1® Team car replica, racing simulators, merchandise giveaways and sampling.
The campaign will be amplified through influencer and creator content, paid social activity, alongside targeted retail marketing across the UK and Ireland. In addition to 20,000 samples planned across the weekend, consumers will also have opportunities to win exclusive Silverstone-themed merchandise and money-can't-buy experiences throughout the race week.
Carlotta Cattelani, Head of Marketing – UK&I at CELSIUS said: “Silverstone weekend is an exciting time for CELSIUS as our global partnership with the UK-based Aston Martin Aramco Formula One™ Team brings the energy home. We’re celebrating with our biggest UK activation to date, offering opportunities to experience the brand, whether at Silverstone or London city centre.
This partnership goes beyond the circuit; from run clubs to fan experiences and immersive brand moments, we are creating opportunities for consumers to engage with CELSIUS at the intersection of fitness and culture. By tapping into the excitement and energy surrounding race weekend, we’re strengthening our cultural relevance, bringing our LIVE.FIT.GO™ brand platform to life and continuing to build momentum for the brand across the UK.”
