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MLS Signs Celsius As Official Energy Drink As US Soccer Buzz Builds

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According to a news release, buzzy energy drink distributor Celsius Holdings has signed its first national professional sports partnership. The brand will serve as Major League Soccer’s (MLS) official energy drink through the 2026 campaign. This announcement comes as the 2023 Leagues Cup, which runs through August 19, is in full swing. The deal’s financial details weren’t made public.

In accordance with the agreement, Celsius will serve as the extra-time presenter for all MLS-controlled games. In 90-minute soccer matches, extra time is added at the end of each half to make up for time lost on the field as a result of injuries, penalties, and other stoppages.

On field-level LED boards measuring the minutes reserved for overtime and player substitutions, beverage marketer brand assets will be shown. Additionally, at some MLS games, especially key events, Celsius will perform activations and immersive consumer experiences. The United States, Canada, and Mexico will serve as the host nations for the 2026 FIFA World Cup.

The reach of Celsius will include national retail marketing, social media synergies, and MLS broadcasts on Apple TV+. In a 10-year, $2.5 billion deal, MLS Season Pass moved to the iPhone maker’s streaming service this year.

The partnership will support Celsius’s emphasis on health and wellbeing, which is encapsulated in the slogan “Live Fit.” According to the statement, the partnership would allow the brand to reach a multicultural audience with a millennial slant.

To set itself apart from more established competitors like Red Bull, Celsius has extensively targeted younger audiences with its marketing for its energy drink brands. Last August, PepsiCo invested $550 million in Celsius as part of an expansion strategy that also included a long-term distribution arrangement.

Soccer is extremely popular all around the world, but it has only lately begun to gain significant traction in the United States. MLS’s 28th season just ended.

In order to maintain its reputation as being better for you, Celsius has been proactive in looking new sports partnerships abroad. The business signed an agreement with Scuderia Ferrari in April to be its sole energy drink partner for all American Formula One Grand Prix races this season.

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