Buzzy energy drink purveyor Celsius Holdings has signed its first national skilled sports sponsorship, in accordance with a news release. The brand will serve as the official energy drink of Major League Soccer (MLS) through the 2026 season, a move that arrives within the midst of the 2023 Leagues Cup running through Aug. 19. Financial terms of the deal weren’t disclosed.
Through the agreement, Celsius will act as the presenting partner for beyond regular time during all MLS-controlled matches. Extra time is played at the tip of each half of 90-minute soccer games to account for time lost on the pitch attributable to injuries, penalties and other stoppages.
Brand assets for the beverage marketer will appear on field-level LED boards tracking the minutes designated for beyond regular time and player substitutions. Celsius will moreover run activations and immersive consumer experiences at certain MLS matches, including marquee events. The next FIFA World Cup will happen in 2026, with the U.S., Canada and Mexico serving as host countries.
Celsius’ presence will extend into MLS broadcasts on Apple TV+, social media integrations and national retail promotions. MLS Season Pass jumped to the iPhone maker’s streaming service this 12 months as part of a 10-year, $2.5 billion deal.
Celsius is aligning the sponsorship around its concentrate on health and wellness, embodied in a “Live Fit” mantra. The announcement noted that the deal gives the brand a possibility to interact a millennial-skewing, multicultural audience.
Celsius has marketed its energy drink products heavily toward younger demographics, searching for to distinguish from more established rivals like Red Bull. Celsius last August secured a $550 million investment from PepsiCo, a growth play that features a long-term distribution agreement.
While soccer is massively popular at the worldwide level, it’s only began to generate serious traction within the U.S. more recently. MLS is currently in its twenty eighth season.
Celsius has been energetic in searching for out sports sponsorships elsewhere to shore up a better-for-you popularity. In April, the corporate inked a take care of Scuderia Ferrari to serve as its exclusive energy drink partner across all U.S. Formula One Grand Prix races this 12 months.
Read the complete article here
