Major League Soccer and Celsius are set to announce a partnership designating Celsius as the official energy drink of the MLS.
The deal, which goes through the 2026 season, marks the first national sports partnership for Celsius, the upstart energy drink that markets itself as a health and fitness brand. It comes as soccer’s popularity surges in the U.S. behind Lionel Messi’s arrival with the MLS club Inter Miami, and upcoming competitions to be held in the U.S. including Copa America in 2024, the Club World Cup in 2025 and the World Cup in 2026.
The deal will allow Celsius to tap into the MLS’ young and diverse fan base while creating experiences that focus on healthy lifestyles, John Fieldly, president and CEO of Celsius Holdings Inc., said in an interview. Fieldly said the prospect of a national marketing deal made sense now that Celsius has expanded its availability through a distribution partnership with PepsiCo.