Energy drink brand CELSIUS has announced it will sponsor the anticipated heavyweight boxing clash between Mike Tyson and Jake Paul.
As part of the agreement, CELSIUS’ logo will feature as the centre logo in the ring. The company has also secured the title rights for the broadcast’s highlights, named CELSIUS’ ‘Essential Energy Highlight of the Fight’, which will be shown after each bout.
Additionally, the company has noted that those attending the fight at the AT&T Stadium in Arlington, Texas can engage with the brand via sampling stations, where fans can try some of the brand’s latest flavours.
Kyle Watson, CMO at CELSIUS, commented: “Our sponsorship enables CELSIUS to strengthen our relationships and forge emotional connections with our global consumers through sport.
“This is a great opportunity to further activate our brand in this space and bring functional energy to viewers, attendees and fans around the world on fight night.”
Netflix will exclusively broadcast the fight, marking progression towards its own goal of becoming a staple platform to watch pay-per-view sports events.
In addition to drawing attention through Netflix’s appearance, the heavyweight bout has caught the attention of boxing fans, casual viewers and younger fans through Paul’s participation and the remarkable return of 58-year-old Tyson’s return to the ring.
Social media influencer Paul entered the world of boxing in 2020 and has split opinion ever since, with people arguing over whether he has improved the sport or disrupted boxing past a point of no return.
However, it is the YouTuber’s connection that seems to have resulted in CELSIUS’ appointment, becoming a partner with the beverage company in 2023.
Paul stated: “I’m thrilled to be part of the CELSIUS family. As a fighter and co-founder of Most Valuable Promotions, I’m all about pushing boundaries and bringing the best to the sport. Whether it’s preparing for fight night or organising game-changing events like this one, CELSIUS keeps me energised and performing at my peak. It’s a game-changer, just like what we’re doing at MVP.”
