Major League Soccer backed by popular energy drink


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.

Federal Budget commits $97 million investment for sport programs

The 2024-25 Federal Budget, which was released on Tuesday night, includes more than $97 million over two years to the ASC to extend Sporting Schools, the Local Sporting Champions, and Local Para Champions programs, and participation funding to help more Australians get active.

This two-year extension runs until 30 June 2026 and helps kids of all different sports afford an opportunity to play at a local level if they come from and under privileged background.

Football Australia is a part of the Sporting Schools program, with each state offering participation Officers and local clubs that are ready to implement in-school and after-school programs for students of ages up to Year 8, plus all abilities programs.

Football Australia use this program to link local football clubs with schools to facilitate an ongoing relationship and provide further opportunity for students to continue their football journey outside of school, whether that be MiniRoos Kick Off, MiniRoos Club or Junior Football.

More than 24,000 young Australians will be supported with the Local Sporting Champions (LSC) and Local Para Champions (LSP) grants programs continuing for a further two years.

These are fantastic programs that have supported Australia’s best athletes including many Matildas like Courtney Nevin, Cortnee Vine, Alex Chidiac, Teagan Micah and Clare Hunt.

World Cup veteran’s Caitlin Foord and Ellie Carpenter also rose to success with assistance from the LSC program throughout their junior careers.

Australian Sports Commission CEO Kieren Perkins OAM mentions the importance of this investment to continue critical national sporting programs.

“Once again, I want to thank Minister Wells and the Australian Government for their continued support and investment in Australian sport,” Perkins said in a statement.

“This funding extends critical sport participation programs like the Participation Grant program and Sporting Schools which provides free and fun sporting opportunities to more than two million students each year.

“This follows last week’s announcement of $249.7 million to upgrade the AIS Campus to ensure our athletes have access to the world’s best testing and training facilities, and accommodation ahead of the Brisbane 2032 Olympic and Paralympic Games.”

This is a fantastic initiative that will benefit football amongst other sports and has a history of helping kids of all skill levels play in their respective sport.

The Federal Budget have put in almost $350 to improve sport, mostly around the 2032 Olympic Games but it is great to see some investment in the world game after the huge success of the Women’s World Cup last year.

The biggest Female Football Week to date draws to a close

Female Football week is at its climax across the country with each respective state firmly involved in what has been a monumental year of growth and perseverance with one of the hottest topics amongst the sporting plethora across the nation.

Symbolising the significant strides in which female football has made down under, off the back of its maiden World Cup hosting tenure.

Football Queensland throughout the grand occasion were busy shining a spotlight upon the continuous growth of participation, encouraging women of all ages to become involved and immersed within the global game.

Football Victoria – Commentary

Football Victoria (FV) celebrated women’s football week in style.

Round 8 of the National Premier League Women’s (NPLW) competition within Victoria was unique throughout its coverage, with every match throughout the round featuring a female commentator.

A monumental feat spearheaded by the FV Commentary team, this was the first time an all female commentary round was executed.

Football Queensland

FQ CEO Robert Cavallucci disclosed his appreciation for the momentous occasion via the FQ website.

“While celebrations like FFW serve as a crucial milestone in FQ’s journey towards achieving 50/50 gender parity by 2027 and helps to further reinforce our commitment to enhancing accessibility and inclusivity, our support is not confined to this week, as we remain dedicated to prioritising our female football community year-round.”

Football Queensland – Award Ceremony

Paying homage to Referees, Club Volunteers, Players and Community Champions of the year was conducted through awards up for grabs.

FQ showcased an award ceremony towards multiple facets of football throughout the state.

A nice incentive dedicated to the recognition and appraisal of the hard work undertaken by different areas of football.

The Female Football Week club of the year was awarded to Central Football Club following their extraordinary contribution to female football within Queensland.

Displayed throughout the clubs commitment to female football, the club are fully dedicated to the advancement of women’s football.

Harvesting a fostering environment throughout the club, alongside the nourishment of young promising female footballers has been symbolised by FQ.

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