Major League Soccer (MLS) has sealed a multi-year partnership deal with popular energy drink CELSIUS.
Although the brand is not commercially available in Australia, it is hugely popular in the American market. Since launching in 2004, it has managed to secure 8.6% of the energy drink market share and is the #3 brand nationally.
The new deal will see CELSIUS remain an official partner of the MLS until after the 2026 season, meaning it will be the leagues sponsor when the USA, Canada, and Mexico host the 2026 FIFA World Cup. With this period expected to be the largest period of growth and opportunity experienced by the MLS since its inception 28 years ago.
The arrangement will see CELSIUS product placement during all league games. CELSIUS branding will also feature heavily during extra time when CELSIUS will be presenting partner. This will mean that there will be CELCIUS branding on the field-level boards and the boards that denote the how much extra time there will be. Additionally, CELSIUS’ marketing will be fully integrated into MLS broadcasts delivered by Apple TV.
Speaking on the company’s excitement at landing their first major professional sports deal, their President and CEO, John Fieldly had this to say:
“CELSIUS is thrilled to broaden our presence in the world of professional soccer and partner with a successful and rapidly growing League,” he said via press release.
“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.”
MLS also expressed their excitement in the announcement
“Major League Soccer is thrilled to partner with an innovative, growing brand like CELSIUS,” Carter Ladd added via press release – 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.”
This deal will be sure to boost the profile of both partners and help introduce their consumers to each other’s brand. In a period of extreme excitement for football in America strong deals like this that will be consistent throughout the next few years will be great to promote brand continuities and financial confidence.
Access to a healthy energy supplement during games is also sure to benefit players on match days. Something sure to boost a league that has been going from strength-to-strength in recent years with world class players such as Lionel Messi now being regular features.
