F1 News: Monster axes $10.4M sponsorship of Lewis Hamilton

F1 driver Lewis Hamilton has been an ambassador for Monster Energy since the start of the 2017 season. However, Monster has decided to end that $10.4 million sponsorship deal with Hamilton moving to Ferrari next season and Monster choosing to partner with McLaren.

SportBusiness reported that Hamilton is now close to signing a deal with energy drink brand Celsius and this contract will come into effect in 2025 as Hamilton appears to be past his prime and on the decline.

It seems like a logical move for Hamilton to partner with Celsius since the energy drink brand has an ongoing partnership with Scuderia Ferrari that began in 2023

Hamilton’s future teammate, Charles Leclerc, is already an official partner for Celsius, having signed with them in August. As a part of this deal, the Monaco resident will appear in marketing campaigns for the company and will also take part in other events.