Functional energy drink brand CELSIUS has been named as the Official Energy Drink partner of the ATHX Games, a hybrid fitness competition.

According to CELSIUS, the partnership brings together two brands who are both “rooted in fitness, community and united by a shared belief in the power of everyday achievers”.

ATHX Birmingham was held on 22-23 August and was the start of the pairs collaboration. The partnership brings Celsius’ brand platform, ‘LIVE.FIT.GO’, to life through experiences.

As part of the collaboration, CELSIUS will bring a “premium experience” for participants across the games UK dates.

Julien Scheubel, head of brand- Europe at CELSIUS, said: “CELSIUS is built for people who are motivated to keep moving and make every day count.

“We are 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. We can’t wait to bring our LIVE.FIT.GO.™ platform to life together, supporting participants as they take on their goals.”

Celsius has stated that it plans to expand alongside the athletic competition as it looks to grow beyond Europe.

The ATHX Games were founded in 2023 and has events taking place across the UK, mainland Europe and the US. Its UK locations for 2027 are London, Glasgow, Liverpool and Birmingham.

Each event is 2.5 hours with a built-in rest period.

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