Celsius named Official Energy Drink Partner of ATHX Games
Celsius names ATHX Games its Official Energy Drink Partner, expanding its fitness-led presence in Ireland and beyond
Print27 August 2026
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.
Partnership
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 arrive in Dublin on 12 and 13 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.
Read more: Celsius president highlights Irish growth momentum
© 2026, ShelfLife by Ryan Brennan
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