When Charles Leclerc gets behind the wheel of his turbocharged V6 racing red Ferrari F1 car, the only thing on his mind is just how quickly he can sprint to the finish line — and who he needs to fend off to take the checkered flag. But for the 26-year-old Formula 1 superstar, the mental preparation and focus begins long before the lights go out on the starting grid.
That’s the inspiration behind Leclerc’s new partnership with CELSIUS, with the driver serving as an official “Team CELSIUS” brand partner. Announced today, the signing comes on the heels of CELSIUS’ multi-year global partnership with Scuderia Ferrari, with the energy drink brand hailing Leclerc as someone who
Scuderia Ferrari, with the energy drink brand hailing Leclerc as someone who “embodies the spirit of performance and excellence that CELSIUS champions.” As part of the new partnership, Leclerc will star in marketing campaigns for the brand, both at retail and on social media, while also making occasional event appearances and participating in “interactive consumer experiences,” per a release.
Leclerc calls it a “natural” partnership, adding that he’s been a fan of the CELSIUS drinks since they first partnered with Ferrari (their “cosmic vibe” flavor is a favorite). “I’m super excited to represent a brand that actually helps me to achieve maximum performance,” he tells Rolling Stone. “Obviously, time is very limited in my sport, and whenever I’m getting into the car, I need to be fully ready and fully focused straight away. Celsius couldn’t fit better with my lifestyle and also the professional part of my life with
The CELSIUS ingredient list includes a staple mix of caffeine, green tea extract, vitamins and minerals, and Leclerc says the energy drinks also fit into his pre-race routine, which has been similar unchanged for years. “It’s super important for me to always do exactly the same things over and over, just to make sure that my state of mind is always the same whenever I get into the car,” he says. “The grid is hectic,” he explains, “and there are so many people [there] and you are requested basically everywhere, and that’s only 10 or 15 minutes before you start the race. So it’s important to kind of have a routine.”
Leclerc’s pre-race routine starts about an hour and a half before a race, with the same meal each Sunday: plain chicken with rice. No hot sauce? “No no no,” Leclerc replies, chuckling: “That’s not what you want before getting into a Formula 1 car.”
Leave a Reply