Celsius earlier this year reached an agreement to be the official energy drink of the MLS’ Inter Miami team, months before Inter Miami acquired the services of Messi. (Another MLS team, the New York Red Bulls, has been owned by Red Bull, the energy drink company, since 2006.)
The MLS deal is Celsius’ latest sports-related marketing. It has separately sponsored the Professional Fighting League and did a partnership with the Ferrari team of Formula 1.
In addition to in-game signage, Celsius will have integration within MLS matches on Apple TV, consumer experiences and brand activations at select matches and MLS events. “We’re working on a variety of programs to leverage [the partnership] at retail as well as experiential activations at the MLS stadiums,” Fieldly said.
Celsius’ second-quarter sales jumped 112% to $326 million, it reported earlier this month. Celsius is the No. 3 energy drink behind Red Bull and Monster Energy in the U.S., with market share growing from 4.3% to 8.6% for the four weeks ended June 18, company execs said, citing IRI Spins data.
“Major League Soccer is thrilled to partner with an innovative, growing brand like Celsius,” Carter Ladd, executive VP, brand alliances and consumer products for MLS, said in a statement. “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.”