Lewis Hamilton is reportedly considering a partnership with Celsius, the energy drink brand that has a significant connection to the NASCAR world. This move could come amid his departure from Mercedes, as he explores new opportunities in motorsports. Celsius has made waves in the NASCAR community, partnering with several drivers, including Corey LaJoie of Spire Motorsports and AJ Allmendinger from Kaulig Racing. Their latest addition to the roster is ARCA driver Toni Breidinger, who signed with the brand earlier this year. Breidinger is set to debut in the NASCAR Truck Series next season, and Celsius is firmly backing her.
Breidinger, like many drivers, is proud of her sponsorships, and Celsius holds a special place in her heart. Her connection to the brand goes beyond just a sponsorship deal. She had been a fan of Celsius long before the partnership was formed, making the collaboration even more personal. When she signed with the company, she expressed her excitement about the relationship, emphasizing how much she valued the brand’s products as part of her pre-race routine.
What makes Celsius particularly noteworthy for Breidinger is the brand’s connection to Formula One, a sport that has gained massive global popularity in recent years. The sport’s increasing visibility, especially due to the Netflix series “Drive to Survive,” has helped boost the profile of F1 drivers, who now boast massive followings. Breidinger finds it exciting to be associated with a brand that has such high-level ties to F1, making her feel part of a bigger, global network of motorsports.
Celsius itself did not initially plan to enter the NASCAR scene, but their partnerships with drivers such as LaJoie and others made it clear that there was interest from within the sport. LaJoie, in particular, has been vocal about his loyalty to the brand, saying that if he were to choose an energy drink, Celsius would always be his first pick. This organic connection with drivers who were already fans of the drink helped Celsius transition into NASCAR sponsorships.
Breidinger’s excitement about her partnership with Celsius reflects this strong organic connection between drivers and the brand. She explained that Celsius had been her go-to source of energy for years, especially before races, and when the opportunity to officially partner with them arose, she eagerly accepted. For her, the collaboration felt like a natural fit.
The partnership also speaks to the growing crossover between different motorsport disciplines. With F1’s increasing presence in global media, especially through the Netflix series, the sport has gained a wider audience and more mainstream attention. Breidinger, like many others, admires the larger-than-life status of F1 drivers, and being connected to a brand with such high-level motorsport ties adds to the prestige of her own career.
Overall, the relationship between Celsius and Breidinger is one of mutual pride and strategic growth. While Celsius may not have initially set out to sponsor NASCAR drivers, their presence in the sport continues to expand, bolstered by strong connections with influential drivers like Breidinger. With the upcoming debut of Breidinger in the Truck Series and her continued support from Celsius, it’s clear that both parties are eager to grow together in the motors
ports world.
