Formula One: Deep dive into Lando Norris and his partnership with Monster Energy
- Joselyn
- 8 minutes ago
- 3 min read
Date: 10/15/2025
Key Points:
Norris X Monster Energy released zero sugar melon yuzu in June 2025
Target audience of Monster Energy is men in the 18 to 34 age range
F1 target audience is 25% female in 2025, higher percentage than in 2017
Instagram and TikTok were the main social media channels used to promote the product
15% of consumers purchase a product based on how an athlete is associated with a brand
LN4 clothing will have a pop-up shop available from Wednesday the 15th until Saturday the 18th
The energy drink will be available in the United States for a limited time, starting in Austin, Texas.
Back in June, Monster Energy announced that Lando Norris, Formula One driver for McLaren, would be releasing his own Monster Energy drink. The new drink has zero sugar, and the flavor is melon with yuzu. The can is neon green and has the complete design of Norris' current racing helmet. In a promotional video for the launch of the new drink, Norris can be seen driving a R32 Skyline in Tokyo, Japan. At the time of the release, this energy drink was only available in Europe.
Who is the target audience?
The targeted audience is people who drink Monster Energy, are loyal consumers of the brand, or have an interest in Formula One. The age range of people that consume Monster Energy is eighteen to thirty-four year olds and are primarily men.1 Based on a 2025 fan survey, 1 in 4 Formula One fans are female which makes up 25%, a higher percentage than in 2017 when it was only 10%.2
How were people targeted?
The brand reached out to consumers through various social media platforms including Instagram and TikTok. Various F1 content creators posted reviews on TikTok about the product. There were mixed reviews, but consumers were overall happy that Norris had a partnership opportunity.
Is Monster Energy able to reach a new audience with this new partnership?
By partnering with Lando Norris, the brand is able to reach a new target audience, people who rarely or never drank Monster Energy. Through these reviews, it encourages non-energy drinkers to try it out for themselves. 15% of people are more likely to purchase a product based on the involvement of an athlete.3 This suggests that people buy certain products only because a specific athlete is associated with the brand.
Is the melon yuzu drink coming to the United States?
This week, Monster Energy announced that the drink will be sold in limited stores across the United States. A few days ahead of the US Grand Prix in Austin, Texas. LN4 X Monster Energy will have its own pop-up shop from Wednesday the 15th until Saturday the 18th.
What does the future of this partnership look like?
As of right now, Norris has been seen happy, promoting his drink collaboration with Monster Energy. Fans from all over the world are still waiting to see if the zero sugar melon yuzu drink will be available in their country. Questions have been flooding in LN4’s Instagram comment section, one user wrote “bring it to Mexico, Lando” while another wrote "crying in Canada.” It is safe to say that fans are patiently waiting and excited to see if this awesome PR campaign will be available for them soon.
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