Fernando Alonso becomes SHA global brand ambassador

Wellbeing pioneer SHA has revealed Formula 1 legend Fernando Alonso as its new global brand ambassador.

Alonso has been appointed to help SHA bring together elite performance optimisation with its core pillars of medical longevity, wellbeing and health.

The two-time Formula 1 World Champion’s career is an example of longevity at the highest level of elite sport.

Alonso has maintained exceptional performance across more than two decades of competition, with 32 Grand Prix victories and 106 podium places to his name.

Health optimisation and longevity

The partnership is designed to further cement SHA’s position as a destination for health optimisation and longevity, reinforcing its appeal to elite athletes and high-performance individuals.

As an athlete who has competed for more than 20 years, Alonso aligns himself with SHA’s vision of living longer and better.

“To compete at the highest level for this long, I’ve learned that performance starts with health,” Alonso said. “It is not only about what happens on the track, but how you prepare, recover and look after yourself every day.

“SHA’s method when it comes to health, longevity and performance reflects how I have approached competition throughout my career.”

Elite sport meets luxury wellness

SHA is the latest wellness brand to partner with the world of elite sport.

In 2024, Aman announced Novak Djokovic as its first global ambassador and wellness advisor. Djokovic works alongside Aman to enhance the global hotel brand’s guest wellness offerings. Aman also works with five-time Grand Slam champion Maria Sharapova.

In 2025, Elemis annonced a multi-year partnership with Aston Martin Aramco Formula 1, to become the British Formula 1 team’s first official skincare partner.

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