Sports · Motorsport · 2 hrs ago
Wellness brands expand their partnerships with Formula 1 teams and fans
Formula 1 teams Ferrari, Aston Martin and McLaren have signed new deals with wellness brands in 2026.
Ferrari partnered with fitness wearable company WHOOP, Aston Martin with sleep technology firm Eight Sleep and energy drink brand Celsius, and McLaren with hydration brand Liquid I.V. Teams say the products can support performance by helping staff monitor sleep, stress and recovery or manage travel and hydration.
The deals also give brands ways to reach fans, who can buy the products or join events such as Celsius and Aston Martin's running clubs.
This matters because wellness companies are joining a large sponsorship market, while offering fans something they can use themselves.
But the teams have not published data showing whether these products improve results on track, and some partnerships have shifted between teams.
The brands are betting that fans want to adopt parts of the teams' wellness routines.
Ferrari, Aston Martin and McLaren signed wellness partnerships in 2026 with brands selling fitness, sleep and hydration products.
The deals put partner branding on cars and drivers’ kit and provide products or data intended to support team performance.
The brands are also targeting fans through activities such as run clubs and fan events.
F1 team sponsorship was worth $2.54 billion in 2025, up 22 per cent from the previous year, according to SponsorUnited.
The article says teams do not publish data showing whether better sleep improves on-track performance.
- Who
- Ferrari, Aston Martin and McLaren, alongside wellness brands WHOOP, Eight Sleep, Celsius and Liquid I.V.
- What
- The teams signed wellness partnerships involving fitness wearables, sleep technology, energy drinks and hydration products.
- When
- In 2026; Ferrari’s deal was announced in January and McLaren’s in April.
- Where
- The partnerships involve F1 teams and fans at events in locations including Melbourne, Miami, Montreal and London.
- Why
- The brands and teams present the products as supporting performance and engaging fans. The article says the brands also offer products fans can buy.
This story does not have two clearly opposing sides.
In Formula 1, performance is the result of marginal gains accumulated over an entire season
sleep is a critical performance input
to extend our data-driven approach beyond the car
Eight Sleep was a Mercedes supplier, and PepsiCo paid $550m for a stake in Celsius.
Celsius worked with Ferrari and sponsored Charles Leclerc personally.
Ferrari opened its commercial calendar with WHOOP, the brand’s first move into F1.
McLaren announced its Liquid I.V. partnership days before the Miami Grand Prix.
Aston Martin added Eight Sleep and signed a multi-year deal with Celsius.
- Team partnerships
- Ferrari–WHOOP; Aston Martin–Eight Sleep and Celsius; McLaren–Liquid I.V.
- F1 team sponsorship
- $2.54 billion in 2025
- Annual change
- Up 22 per cent from 2024, according to SponsorUnited
- WHOOP valuation
- $3.6bn in 2021
- Eight Sleep funding
- Raised $100m last year
- Celsius investment
- PepsiCo paid $550m for a stake in 2022
Sources
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