The American energy drink, CELSIUS Energy Drinks has been onboarded as the sponsor for the highly-anticipated heavyweight boxing match between Jake Paul and Mike Tyson.
With this deal, CELSIUS’ emblem will be shown as the centre logo in the ring. The firm has also obtained the title rights to the broadcast’s highlights, which will be titled CELSIUS’ ‘Essential Energy Highlight of the Fight’ and presented after every bout.
Furthermore, fans attending the fight at AT&T Stadium in Arlington will be able to learn about the brand through sample stations, where they can experience some of the brand’s latest flavours.
Kyle Watson, CMO at CELSIUS, commented, “Our sponsorship enables CELSIUS to strengthen our relationships and forge emotional connections with our global consumers through sport. This is a great opportunity to further activate our brand in this space and bring functional energy to viewers, attendees and fans around the world on fight night.”
Netflix will air the fight, indicating progress towards its objective of becoming a go-to platform for watching pay-per-view sporting events.”
In addition to gaining interest from Netflix, the heavyweight match has piqued the interest of boxing enthusiasts, casual watchers, and young fans due to Paul’s participation and Tyson’s amazing return to the ring at the age of 58.
Paul, a social media influencer, joined the world of boxing in 2020 and has since polarised opinion, with many debating whether he has enhanced the sport or disturbed it beyond repair.
On the development, Paul said, “I’m thrilled to be part of the CELSIUS family. As a fighter and co-founder of Most Valuable Promotions, I’m all about pushing boundaries and bringing the best to the sport. Whether it’s preparing for fight night or organising game-changing events like this one, CELSIUS keeps me energised and performing at my peak. It’s a game-changer, just like what we’re doing at MVP.”