CELSIUS® named official energy drink partner of ATHX Games
CELSIUS®, the functional energy drink brand born in fitness and designed for active lifestyles, has been announced as a partner of 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.
Through the partnership, 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. CELSIUS will connect with ATHX participants through a premium branded zone experience and product sampling across select competitions.
ATHX Birmingham, held on 22nd and 23rd August 2026, marked the start of the partnership, bringing CELSIUS to the heart of the ATHX community. The ATHX Games will arrive in Dublin on 12th and 13th June 2027 at RDS Dublin.
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.”
Founded in the UK in 2023, ATHX has experienced threefold growth in competitor numbers over the past three years and expects more than 40,000 participants across its events in 2026. CELSIUS plans to expand alongside ATHX as it looks to bring its competition beyond Europe.
