Functional energy drinks brand Celsius has announced a new partnership with the ATHX Games, the next-generation hybrid fitness competition, naming Celsius its Official Energy Drink Partner.
The partnership brings together two brands with strong growth momentum, rooted in fitness and community and united by “a shared belief in the power of everyday achievers - from first-time competitors to seasoned athletes,” Celius said.
Celsius will bring its LIVE.FIT.GO. platform to life by creating experiences “at the intersection of fitness and culture” that celebrate movement, progress and the ambition to own your goals.
Premium brand
Celsius will connect with ATHX participants through a premium branded zone experience and product sampling across select competitions.
ATHX Birmingham, held on 22-23 August 2026, marked the start of the partnership, bringing the drink to the heart of the ATHX community. The ATHX Games will continue to be present across the United Kingdom on five dates in different cities in 2026 and 2027.
Julien Scheubel, head of brand for Europe at Celsius, said: “Celsius is built for people who are motivated to keep moving and make each day count. We’re excited to become the Official Energy Drink Partner of ATHX, a brand that shares the belief in the power of community and in making fitness more welcoming, rewarding, and relevant to everyday achievers.”
No comments yet