Celsius has teamed up with ATHX Games as its official energy drink partner, launching at the ATHX Birmingham event on 22–23 August 2026.
The fitness world is buzzing with the news that Celsius the popular energy drink brand, has partnered with ATHX Games the UK’s rapidly growing hybrid fitness competition series. This collaboration, which kicked off at the ATHX Birmingham event on 22–23 August 2026 marks a significant step in both companies’ strategies to engage with the fitness community.
With over 40,000 participants expected across its events this year, ATHX Games has quickly established itself as a major player in the fitness competition scene. The partnership with Celsius is poised to enhance the competitor experience and bring a new level of energy to the events.
A Partnership Built on Shared Values
Both Celsius and ATHX Games share a common vision of promoting an active lifestyle and fostering a sense of community among fitness enthusiasts. Celsius’s LIVE.FIT.GO.™ platform aligns perfectly with ATHX’s mission to make fitness more accessible and rewarding for everyday achievers.
Julien Scheubel Head of Brand – Europe at Celsius, expressed enthusiasm about the partnership: “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.”
Experiential Marketing at Its Best
The partnership will bring Celsius’s energy drinks directly to the competitors through branded zones and product sampling at selected events. This hands-on approach ensures that participants can experience the benefits of Celsius firsthand, making it more than just a sponsorship—it’s an integral part of the competition experience.
ATHX Games offers a unique blend of strength and endurance challenges, attracting a diverse range of competitors from first-time participants to seasoned athletes. This variety provides Celsius with a broad audience, enhancing the brand’s visibility and appeal within the fitness community.
A Calendar of Opportunities
The partnership will span multiple cities across the UK, starting with the ATHX Liverpool event on 3–4 October 2026. The 2027 calendar includes stops in LondonGlasgow and back to Birmingham offering Celsius numerous opportunities to connect with fitness enthusiasts nationwide.
This extensive schedule allows for repeated brand exposure and the chance to build a loyal following among competitors. The strategic placement of Celsius products within the event experience ensures that the brand remains top of mind for participants.
Looking ahead, both Celsius and ATHX Games have ambitions to expand beyond the UK. As ATHX Games sets its sights on international markets, Celsius is poised to grow alongside it, further solidifying its presence in the global fitness landscape.
The partnership between Celsius and ATHX Games is more than just a sponsorship—it’s a testament to the power of community and the shared goal of making fitness more accessible and enjoyable for everyone. As the series continues to grow, this alliance is set to energize the fitness competition scene like never before.
