CELSIUS and Ferrari. Monster Energy and was Mercedes-AMG for many years but is now with McLaren. And you can’t overlook the current top Formula 1 team…Red Bull. It’s probably hard to imagine now, but there was a time in the early 1990s when there weren’t any energy drinks sponsoring F1 racing teams. Similarly, it’s probably hard to imagine now…but in next thirty years we might be saying the same thing about supplement brands. Now…I’m sure every F1 racing team has some type of product allocation arrangement with certain supplement brands, but that’s rookie-level sports marketing tactics compared to the recent THG and Williams Racing partnership. THG Ingenuity will provide Williams Racing with a broad range of services, including across technology, ecommerce, and sustainability, while Myprotein will assist with nutrition. Will this be the tipping point for the supplement industry to dive deeper into F1?

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