MLS adopts Celsius as its official energy drink as interest in US football rises

According to a news release, buzzy energy drink supplier Celsius Holdings has signed its first national professional sports collaboration. The brand will serve as Major League Soccer's (MLS) official energy drink until the 2026 season. The announcement comes while the 2023 Leagues Cup, which goes through August 19, is in full effect. The deal's financial details were not made available.

In line with the agreement, Celsius will act as the extra-time announcer for all MLS-controlled matches. In 90-minute football matches, extra time is allowed at the end of each half to make up for time lost on the pitch as the result of injuries, penalties, and other stoppages.

On field-level LED boards measuring the minutes set aside for extra and player substitutions, beverage marketer brand assets will be displayed. Additionally, at select MLS games, particularly important events, Celsius will provide activations that promote consumer experiences. The United States, Canada, and Mexico are going to act as the host countries for the 2026 FIFA World Cup.

The audience reach of Celsius will involve national marketing for retailers, social media cooperation, and MLS broadcasts on Apple TV+. In a 10-year, $2.5 billion agreement, MLS Season Pass switched to the iPhone maker's streaming service this year.

The collaboration will promote Celsius's dedication to well-being and health which is expressed in its tagline Live Fit. According to the statement, the collaboration would enable the brand to reach a multicultural audience through its millennial slant.

To set itself against established rivals like Red Bull Celsius has heavily targeted young people with its marketing for its energy drink companies. Last August PepsiCo invested $550 million in Celsius as part of a growth strategy that also included a long-term distribution setup.

Football is incredibly popular across the world, but it has only lately started to get significant traction in the United States. MLS's 28th season just completed.

To maintain its reputation of being better for you, Celsius has been active in looking for new sports partnerships abroad. The company signed an agreement with Scuderia Ferrari in April to be its only energy drink partner for all American Formula One Grand Prix events this season.

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