The professional soccer league, Major League Soccer (MLS) has announced a partnership with the American energy drink, CELSIUS.
Following the partnership, CELSIUS has been appointed as the official energy drink of MLS in the United States until the 2026 season, marking the product’s first professional, national, and conventional sports partnership.
Through this arrangement, CELSIUS will capitalise on the intensity of football fans. Along with this, the CELSIUS and MLS relationship will also help establish a stronger connection with football’s passionate millennial and multicultural fan base by developing distinctive experiences that strongly emphasise healthy living.
Carter Ladd, EVP, Brand Alliances and Consumer Products, said, “Major League Soccer is thrilled to partner with an innovative, growing brand like CELSIUS. Whether cheering inside the stadium for 90 minutes during our matches or staying energized daily, CELSIUS is a great partner to support the active lifestyle of our League’s diverse fan base.”
All League-controlled games that will feature additional time will be presented by CELSIUS. Through this partnership, CELSIUS’ logo will be shown on field-level LED boards, the boards that show the allocated additional minutes for each half, player substitutions, and more.
In addition to in-game advertising, CELSIUS will be integrated into MLS games on Apple TV, with comprehensive consumer experiences and brand activations at specific games and important MLS events, engage in social media integrations, national store promotions, and more.
John Fieldly, President and CEO of CELSIUS Holdings, Inc., said, “CELSIUS is thrilled to broaden our presence in the world of professional soccer and partner with a successful and rapidly growing League. The synergy between our brand and the world-class athleticism of MLS resonates with our health-conscious consumers who strive to LIVE FIT. We look forward to helping fuel athletes with Essential Energy to help them exceed their goals on and off the field.”
The partnership between MLS and CELSIUS comes at a time when football in North America is experiencing phenomenal development, with MLS’ 28th season underway, the highly envisioned 2023 Leagues Cup currently taking place through August 19, and the FIFA World Cup 2026 hosted by the United States, Canada, and Mexico approaching.