Celsius named official energy drink partner of ATHX Games

Celsius has been named the official energy drink partner of ATHX Games, a UK-founded hybrid fitness competition. The partnership, which launched at ATHX Birmingham in late August, will include branded experiences and product sampling for athletes at upcoming competitions.

The collaboration will span various UK locations, including Liverpool, London, Glasgow, and Birmingham, through 2027. This move follows Celsius’s recent national partnership with SoulCycle as the brand seeks to expand its presence within the fitness and wellness sectors. ATHX Games, which combines strength and endurance, has seen its competitor base grow threefold over the last three years and expects more than 40,000 participants across its events in 2026.