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Major League Soccer (MLS) and CELSIUS, Essential Energy, maker of its lifestyle energy drink, have announced an agreement that designates CELSIUS as the official energy drink of MLS in the U.S. through the 2026 season and marks the drink’s first professional, national and traditional sports partnership.
Through this agreement, CELSIUS will tap into the spirited fervor of soccer fandom, and the CELSIUS and MLS partnership will help forge a deeper connection with soccer’s engaged millennial and multicultural fan base by creating unique experiences that focus on healthy lifestyles.
“Major League Soccer is thrilled to partner with an innovative, growing brand like CELSIUS,” said Carter Ladd, EVP, Brand Alliances and Consumer Products. “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.”
CELSIUS will bring energy to the pitch as the presenting partner of extra time in all League-controlled matches, which are the extra minutes that will be played following regulation at the end of both the first and second halves. Through this agreement, CELSIUS branding will be featured on field-level LED boards and the boards that denote the designated minutes of extra time for each half as well as player substitutions. In addition to in-game signage, CELSIUS will have integration within MLS matches on Apple TV, immersive consumer experiences and brand activations at select matches and marquee MLS events, engaging social media integrations, national retailer promotions and more.
“CELSIUS is thrilled to broaden our presence in the world of professional soccer and partner with a successful and rapidly growing League”, commented John Fieldly, President and CEO of CELSIUS Holdings, Inc. “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 announcement between MLS and CELSIUS arrives during a period of incredible growth behind the sport of soccer in North America, as MLS’ 28th season is underway, the highly anticipated 2023 Leagues Cup is currently taking place through August 19 and as the 2026 World Cup hosted by the U.S., Canada and Mexico approaches.
