CELSIUS®, the functional energy drink brand born in fitness and designed for active lifestyles, today announced a partnership with 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 22-23 August 2026, marked the start of the partnership, bringing CELSIUS to the heart of the ATHX community. The ATHX Games will continue to be present across the United Kingdom on:
2026
- ATHX Liverpool, 3rd to 4th October 2026, Exhibition Centre Liverpool
2027
- ATHX London, 23rd to 24th January 2027, Excel London
- ATHX Glasgow, 5th to 6th June 2027, Scottish Event Campus
- ATHX Birmingham, 20th to 22nd August 2027, NEC Birmingham
- ATHX Liverpool, 9th to 10th October 2027, ACC Liverpool
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.
Photos credit: ATHX Games on images