Monster Energy has partnered with McLaren on what is described as a “multi-year” contract, which will lead to the recognisable ‘M’ logo featuring on the helmets, race suits, caps and drinks bottles (branded in the past by Coca-Cola) of drivers Lando Norris and Oscar Piastri from the 2024 season.
While McLaren Racing CEO Zak Brown has used his vast experience in the commercial and marketing sectors to bring on board an array of high-profile sponsors such as Google, Dell and British American Tobacco (Velo) - moves helped by the Netflix-led popularity boom for F1 - signing with Monster is made more significant since it draws the energy drink company away from rival team Mercedes.
