CELSIUS named official energy drink of ATHX Games

ATHX Games has announced CELSIUS as its official energy drink partner. The brand will bring its LIVE.FIT._GO._ platform to the competition with a branded zone and product sampling at select events.

The partnership starts at ATHX Birmingham (22–23 August 2026) and already looks ahead to next season: ATHX Dublin will take place on 12–13 June 2027 at RDS Dublin.

According to the announcement, ATHX was founded in the UK in 2023, has tripled its competitor numbers over three years and expects more than 40,000 participants across its 2026 events. CELSIUS says it wants to grow alongside ATHX and take the competition beyond Europe.

Julien Scheubel, Head of Brand Europe at CELSIUS, said the brand is built for people who are motivated to keep moving and make every day count.