As the biggest name on the F1 grid, Lewis Hamilton brings a raft of sponsors with him as well as his on-track talent.

Lewis Hamilton will reportedly be retaining his personal sponsorship deal with Monster, despite the global brand leaving Mercedes for rivals McLaren at the end of a 14-year partnership. The energy drink company’s branding will be present on the Woking-based team’s 2024 challenger for the first time.

Monster is a brand synonymous with motorsport sponsorship across multiple different disciplines. As well as their sponsorship with Hamilton, they have been synonymous with MotoGP legend Valentino Rossi and the late rallycross icon Ken Block.

So extensive are the partnerships between Monster and Hamilton and Rossi that the two record-breakers have their own signature drinks, available for the public to purchase. The Mercedes star is often spotted with a can of his own energy drink in hand.

However, the agreement between the two parties looked to have been jeopardised late last year after Monster agreed a new deal to sponsor the McLaren team from the 2024 season onwards. Thankfully for fans of Hamilton’s signature drink, the two parties will stay together according to Sports Illustrated, although their branding will be absent from the Mercedes liveries moving forward.

Speaking after the new sponsorship announcement, Zak Brown stated: “We are delighted to join forces with the iconic Monster Energy brand from next season onwards. Monster focuses on celebrating athletes through bold ideas and creating awesome content, so we can’t wait to explore ideas and find new ways to engage and entertain our fans.”

Prizing Monster away from Mercedes as a sponsor is a testament to how far McLaren have come under Brown’s leadership. When the American CEO arrived at the team their car was almost totally bare of commercial partners, but in 2024 the opposite is true.

Zak Brown has spearheaded McLaren’s commercial uptick in recent years (Image: Getty)

This drive for new sponsors is largely due to the team’s improving performance on the track. McLaren finished the 2023 season in P4 in the Constructors’ Championship, but for the second half of the year, they were the most consistent challengers to Max Verstappen and Red Bull.

Visibility is key for sponsors, and in appearing on the podium on nine different occasions, Lando Norris and Oscar Piastri have been bolstering McLaren’s footing in the F1 sponsor market. With a new wind tunnel now operational and their development trajectory still strong, this is only likely to improve further moving forward.