Celsius Signs as Official Energy Drink of MLS as US Soccer Buzz Builds
Celsius Holdings, the dynamic energy drink brand known for its health-focused approach, is making a strategic leap into the world of sports sponsorship. In a groundbreaking move, Celsius has secured its first national professional sports partnership by becoming the official energy drink of Major League Soccer (MLS) through the 2026 season. This partnership arrives amid the rising excitement around soccer in the US and underscores Celsius' commitment to engaging with its target audience – the multicultural millennial demographic.
A Game-Changing Sponsorship: Celsius' foray into professional sports sponsorship marks a significant milestone for the brand. The partnership establishes Celsius as the presenting partner for extra time during all MLS-controlled matches. As the games extend beyond the standard 90 minutes, extra time provides a prime opportunity for Celsius to showcase its brand on field-level LED boards, keeping track of the minutes designated for additional play and player substitutions. This level of visibility within matches presents Celsius with a dynamic platform to connect with fans and viewers.
Engaging Experiences and Immersive Activations: Celsius' commitment to the partnership extends beyond simple branding. The brand plans to run activations and create immersive consumer experiences during select MLS matches, including marquee events. This strategic approach not only reinforces the brand's identity but also allows Celsius to establish a deeper connection with its target audience. With the next FIFA World Cup set to take place in 2026 on home soil in the US, Canada, and Mexico, Celsius' partnership aligns perfectly with the upward trajectory of soccer's popularity in the country.
Tapping into Multicultural Millennials: The choice of MLS as a partner aligns seamlessly with Celsius' marketing strategy. The brand's focus on health and wellness, encapsulated in its "Live Fit" mantra, resonates well with the millennial demographic's priorities. Moreover, MLS' growing popularity, particularly among younger audiences, provides Celsius with a direct path to engage multicultural millennial consumers who seek products that align with their health-conscious and active lifestyles.
Building on Success and Growth: Celsius' venture into professional sports sponsorship is not its first bold move. The brand has actively sought sports partnerships to bolster its image as a better-for-you energy drink. Last year, Celsius secured a substantial $550 million investment from PepsiCo, a testament to its growth potential and unique positioning in the market. The partnership with MLS serves as a testament to Celsius' ongoing commitment to innovation and expansion.
Celsius' strategic partnership with Major League Soccer is more than just a sponsorship deal; it's a strategic alignment that positions the brand at the forefront of the growing soccer buzz in the US. With a focus on engaging multicultural millennial audiences through health-conscious messaging and immersive experiences, Celsius is poised to make a lasting impact on both the energy drink market and the evolving landscape of professional sports partnerships. As the popularity of soccer continues to soar in the US, Celsius' presence as the official energy drink of MLS is set to elevate the brand's visibility and engagement to new heights.