Marketing & Sponsorships

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CELSIUS® Brand Fitness Drink Announces 2018 Presenting Sponsorship Of Tough Mudder's North America Challenge Series

14 May, 2018


Celsius Holdings, Inc. (Nasdaq: CELH), makers of the leading global fitness drink, CELSIUS®, today announced its signing as Presenting Sponsor of the 2018 Tough Mudder North America Challenge event series which includes Tough Mudder Half, Tough Mudder Full and the newly launched Tough Mudder 5K.  This strategic move fulfills a major marketing initiative for the brand, whose slogan and targeted demographics' goal is to "Live Fit."

CELSIUS® is pioneering a new industry segment of "fitness drinks," a designation which also describes the brand's functional attributes. CELSIUS® drinks are dietary supplements that contain a proprietary thermogenic MetaPlus® blend, proven to accelerate metabolism, provide healthy energy and burn body fat when combined with exercise.  These unique, proven qualities make this partnership a success, and achieve CELSIUS®' goal of increasing brand awareness by tapping into Tough Mudder's extensive fan base and its "Tougher Together" brand platform.  The sponsorship and 2018 Tough Mudder season kicks off this weekend, March 3-4 at East Walker Ranch in the Los Angeles area.

With over 100 events across North America during Tough Mudder weekends, and more than three million loyal fitness enthusiasts committed to the Tough Mudder lifestyle (also known as "Mudder Nation") CELSIUS® seized the Presenting Sponsor spot, anchoring the energy drink position and locking out the competition. As a recognized pre-workout drink, CELSIUS® will be available before select events to energize experienced Mudders and newbies for the demanding obstacles ahead. 

The Presenting Sponsorship secures the CELSIUS® brand with a coveted position in a logo lockup across the growing Tough Mudder franchise, an iconic and widely recognized series of obstacle course challenges spanning the globe. CELSIUS® will mark its presence at Tough Mudder events through sampling opportunities, consumer engagements and sponsored branding on one of the most legendary teamwork obstacles, Everest, across all event formats. Additionally, it will serve as an Official Sponsor of the Toughest Mudder and World's Toughest Mudder race series.  CELSIUS® will have a considerable brand presence on multiple video platforms as Tough Mudder has grown into a media and entertainment brand with content featured on CBS, The CW, Facebook and YouTube garnering millions of viewers throughout the year.

"When we think about CELSIUS® consumers, we think about individuals who want and need a lifestyle brand that is proven to function and provides healthy energy - a drink for those who strive to 'Live Fit.'  Like CELSIUS®, Tough Mudder is a brand that is growing exponentially in the fitness channel," said Celsius Holding Inc.'s Chief Financial Officer and interim President and CEO, John Fieldly. "Throughout this partnership, CELSIUS® will be introduced to the more than three million members of Mudder Nation and we're certain that Tough Mudder fans will choose to incorporate the brand into their extraordinary lifestyles."

"CELSIUS® is an excellent fit to be the Presenting Sponsor of the Tough Mudder Challenge Series as they too encourage their followers to be Tougher Together, live courageously and achieve personal goals, all while having fun," said Will Dean, Founder and CEO of Tough Mudder.  "CELSIUS® exudes the same drive for innovation, level of excellence and unstoppable growth, as Tough Mudder. With their ever increasing brand visibility, and continued flourishing following, we look forward to a long and successful partnership."

Tough Mudder is a brand built on teamwork, courage, personal accomplishment and fun. Last year, CELSIUS® was tested for receptivity as a Tough Mudder Local Sponsor in ten cities. It was embraced by participants and organizers alike because it speaks to the spirit of Tough Mudder, given CELSIUS®' "Live Fit" brand tagline. CELSIUS® provided samples pre-event, delivering delicious, and thermogenic energy to accelerate participants' performance levels to help endure a series of demanding obstacle courses that test strength, grit and stamina.

"We couldn't think of a better partnership investment between two fast-growing and forward-thinking health and fitness brands. We love the brand association in the minds of our target demographic. CELSIUS® has shown significant growth more recently, particularly with our brand repositioning and new line launches last year. We are an award-winning, front runner in our category and Tough Mudder is a world-wide winner of a brand," said Vanessa Walker, Executive Vice President, Marketing and Innovation. "This partnership provides CELSIUS® with a strategic marketing initiative both with the experimental on-site aspect and with our retailer partners across the fitness, military, e-commerce and traditional channels."

Challenge Series participants will have the choice of sampling original and natural sparkling flavors of CELSIUS®: Cucumber Lime, Grapefruit, Orange, Grape Rush, Watermelon, Wild Berry, Orange Pomegranate, Cola - and two non-carbonated flavors – Peach Mango and Raspberry Acai. CELSIUS® is available in 12oz cans and is non-GMO, gluten free, Kosher, Vegan-Accepted, contains 100% of seven essential vitamins with no aspartame or high fructose corn syrup and no artificial preservatives or flavors.

Mudders who participate in Toughest Mudder and World's Toughest Mudder, will also be introduced to CELSIUS HEAT™, the thermogenic, trainer-grade pre-workout packed with 300mg and 2,000mg of L-citrulline. CELSIUS HEAT™ comes in 16oz cans and is geared towards serious fitness consumers, trainers, athletes and military personnel who are interested in products that will take their training to the next level. Its carbonated line consists of Inferno Punch, Cherry Lime, Blueberry Pomegranate, Strawberry Dragonfruit, Tangerine Grapefruit and the two newest additions, Apple Jack'd and Orangesicle.

Registration and spectator tickets are available for all Tough Mudder 2018 events. For more information, visit www.toughmudder.com.  Visit the CELSIUS® corporate website at www.CELSIUSHoldingsInc.com to learn more, or the branded websites:  www.CELSIUS.com and www.CELSIUSHEAT.com.

ABOUT TOUGH MUDDER, INC.Founded in 2010 with the launch of the Tough Mudder obstacle course event series, Tough Mudder Inc. has become a leading global sports, active lifestyle and media brand. With more than 3 million participants, the company hosts more than 130 non-competitive (Mini Mudder; Tough Mudder 5K, Tough Mudder Half, and Tough Mudder Full) and competitive (Tougher, Toughest, Tough Mudder X and World's Toughest Mudder) events annually in 11 countries including China, Dubai, Indonesia, South Africa, Australia and New Zealand through its partnerships with IMG, Seroja, Invictus Events and Entertainment, and Sports Media and Entertainment 360 (SME360). The company's content arm provides the more than 7.6 million engaged online brand enthusiasts with fitness, nutrition and wellness content delivered daily across social and digital platforms. Tough Mudder broadcast, OTT and Live Stream programming can be seen worldwide through partnerships with CBS Sports, Facebook, Sky Sports, The CW Network and ESPN Media Distribution. Other sponsorship and distribution partners include CELSIUS, Merrell, KILL CLIFF, Guinness, Samsung, Lucozade Sport, Toyo Tires, Kingstone Press, Black Tower Wines, TREK, Strandgut, Snap and Live Stream. 

ABOUT CELSIUS HOLDINGS, INC.: Celsius Holdings, Inc. (Nasdaq: CELH), founded in April, 2004, is a global company with a proprietary, clinically proven formula for its brand CELSIUS®. Celsius Holdings, Inc. has a corporate mission to become the global leader of a branded portfolio consisting of proprietary, clinically proven innovations that offer significant health benefits. CELSIUS®' Original Line comes in seven delicious sparkling and non-carbonated flavors in sleek 12oz cans and is also available in two flavors of on-the-go powders, in boxes containing 14 count single-serve sticks. CELSIUS®' Natural Line is available in six refreshing flavors: three sparkling and three non-carbonated. This line is naturally caffeinated and naturally sweetened.

New to the portfolio, CELSIUS HEAT™ is a trainer's grade version of the same clinically proven MetaPlus® Blend formula, and, for those desiring the next level of fitness, contains an additional 100mg of caffeine and 2,000mg of L-citrulline, a vasodilator. CELSIUS HEAT™ is sold in 16oz cans and is available in seven carbonated flavors: Inferno Punch, Cherry Lime, Blueberry Pomegranate, Strawberry Dragonfruit, Tangerine Grapefruit, Apple Jack'd and Orangesicle. CELSIUS HEAT™ is a thermogenic pre-workout drink and targets professional trainers, competitive athletes, the military and first responders. CELSIUS HEAT™ was developed for those seeking a trainer-grade version of CELSIUS® versus the Original Line, which is sold in a smaller can package and appeals to the masses as an active lifestyle brand.

CELSIUS® has zero sugar, no preservatives, no aspartame, no high fructose corn syrup, and is non-GMO, with no artificial flavors or colors. The CELSIUS® line of products is Certified Kosher and Vegan. CELSIUS® is also soy and gluten-free, and contains very little sodium. CELSIUS® is sold nationally at fitness clubs, 7-Eleven, Sprouts, The Fresh Market and key regional retailers such as HEB, Publix, Winn-Dixie, Harris Teeter, Shaw's and others including online e-tailers like Amazon.

CELSIUS®' functional claims are backed by six published university studies. The first study was conducted in 2005 and additional studies from the University of Oklahoma were conducted over the next five years. The studies were published in peer-reviewed journals and validate the unique benefits that CELSIUS® provides. For more information, please visit www.celsiusholdingsinc.com.

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