Corey LaJoie spoke about his partnership with CELSIUS and how they have helped get him to where he is in his NASCAR Cup Series career.
CELSIUS has been around NASCAR at multiple levels, including the Cup Series, over the last several years, partnering with a number of drivers and teams along the way.
The energy drink, which features healthy-energy formulas clinically proven to deliver significant health benefits to dedicated consumers and race car drivers, currently has a multi-race primary sponsorship deal in place with Spire Motorsports’ Corey LaJoie for the 2024 season.
LaJoie’s No. 7 Chevrolet is set to be sponsored by the brand in this coming Saturday night’s Coke Zero Sugar 400 at Daytona International Speedway.
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He spoke to Beyond the Flag about how the relationship came about and how CELSIUS helped him get to where he is in his NASCAR career.
“I think the Celsius relationship is like talking about a spinning wheel, because Celsius has worked in different teams and the Cup Series driver is not quite the same to promote the brand,” said Lajoie.
“After meeting Brian Alessiano and John Fieldy, I’m going to stick with those guys, man – I’d love to do the branding, I could hold the boxes and be the example on Sunday afternoon of the Cup Series.
“They have been instrumental in the development of my career over the past few years and have been involved in my charity event, the Kickball Classic. They also support the show. So we’re very happy with it and we hope it will continue to grow in the years to come.”
Lajoie knew the brand before working with CELSIUS, which helped him become its ambassador.
“It’s very famous, because I don’t drink much – I don’t drink,” he admits. “I don’t really like strong drinks, but when I go, I forget who the drinker is, maybe BJ McLeod. He has a Celsius cooler in the back of his car and I go to get Cool every Sunday, only 200mg of coffee to go with me, Celsius is the only energy drink I have. The desire to drink, because of vitamins B and C and no sugar. All these things are good for my diet and lifestyle.”
He doesn’t drink it every day, but uses it regularly, especially as part of his exercise routine. “Not every day, but many days every day,” Lajoie said. “I don’t use it every day, but I drink it at least five days a week. I’m currently drinking a can of Grape Rush.
This has turned the tide. Radar, It’s at the top of the flavor list for me too, because I’m an Oasis Vibe person, but the weird grape is good, man, it’s good. “But yeah, every Sunday I drink a lot, and then around 2 in the morning I want to have a little one. One from there and it’s on.”
Many CELSIUS spices and other spices are added from time to time. Lajoie hasn’t had a chance to try all of these yet, but he’s getting there and has already compiled a list of his current trio. He said: There are many tastes. I prefer bright colors to flat surfaces. I have tried most of them. I would say my top 3 are Grape Rush, Strawberry Lemonade and Oasis Vibe, which is like a sharp pear.
He is looking forward to representing the brand this weekend at Daytona, where he has five of his top 10 finishes, including a career-best fourth-place finish this year in the season opener. Daytona 500. The win was the first of his career and took him into the 16-drive playoffs for the first time.
“This weekend at Daytona, they’re on the hot rod,” he concluded. “Hopefully we can beat them in Victory Lane. It’s going to be really disappointing, we’re going to get beat in the finals, so it’s going to be a big, hell of a party.”
