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The year 2025 will be a year of great changes for motorsport fans, both for two and four wheels. If Marc Marquez 's move to the official Ducati team is the simple consequence of his great season with the Gresini team, Lewis Hamilton's move to Ferrari, announced at beginning of the year, is certainly momentous.
These are changes that have also led the two champions to decisive personal choices in terms of sponsors that have supported them throughout their careers.
So, not only has Marc Marquez had to give up his long-time sponsorship with Red Bull after signing with Ducati, but Lewis Hamilton will also be leaving his personal sponsor, Monster, because of his move to Ferrari, which is tied to the Celsius brand.
Celsius, which doesn't yet have a presence in the MotoGP, is an American company founded in 2004 that is maybe less well known than its rivals but currently has l1% of the energy drink market, worth $19 billion, with sales of more than $1.3 billion and a market capitalization of about $9 billion. The company's success can be attributed to its alignment with current consumer preferences, such as increasing caffeine content, appealing to health-conscious consumers, and focusing on fruit-flavored products rather than chemical-flavored alternatives.
If Marc, however, has given up on a new personal backer, it seems like Hamilton will, instead, be making a switch, unless he also will simply drive a vehicle sponsored by the direct competitors of his former sponsors.
That's why we're waiting to learn whether one of Marquez's close sponsors, Estrella Galicia, has finalized a partnership with the Borgo Panigale-based manufacturer.
