• Loading stock data...
Sunday, June 1, 2025

Celsius Makes Esports Inroads With Echo Fox Partnership

celsius-echo-fox
PhotoCredit: Jeremey Freeman/Turner Sports via USA TODAY Sports
Celsius Echo Fox

Photo Credit: Jeremey Freeman/Turner Sports via USA TODAY Sports

Celsius EVP of Marketing Matt Kahn never had imagined esports as a potential partner opportunity. Founded in 2004, the performance energy drink company has surged in the energy drinks space by positioning itself adjacent to the traditional fitness industry. But when the esports organization Echo Fox approached Celsius about a partnership, it only took a little research for Kahn to realize that a sponsorship made a lot sense.

“They professed to drink it while in training and tournaments,”  Kahn said. “I wasn’t shocked but found it super-interesting that these players are terrific athletes in their own right and need to focus for hours.”

According to Kahn, esports reached an audience of 335 million people globally in 2017 and is expected to grow to a market of more than 600 million by 2023. Meanwhile, brand investments — media rights, advertising and sponsorships — in esports are expected to reach nearly $900 million this year and jump to more than $1.5 billion by 2022. Those were exciting numbers for a brand that plays in a relatively new performance energy drink space, Kahn said. Competitors include brands like Bang and Monster Energy’s recent Reign product.

READ MORE: Blast Pro Series Debuts in U.S. with Fan Focused Esports Tournament

“It’s new for us,” Kahn said. “But having done the research into the industry and being a student of business and marketing and a sports lover, the category is exploding.”

Prior to the partnership with Echo Fox, Celsius stayed close to the core athletic segment it felt their product aligned with best. Celsius experienced a worldwide year-over-year revenue growth of 45 percent globally and 62 percent in the U.S., in part due to growth in sporting good channels. The brand went from a 25-store test with Dick’s Sporting Goods two years ago to more than 500 locations this year. Likewise, Celsius is positioned in 300 Academy Sports stores.

[mc4wp_form id=”8260″]

But recognizing the potential growth and market penetration of esports could be a boon for the company, Kahn said. He’s excited about Celsius’ entry into what he believes could be the “next billion-dollar industry.”

To that end, he considers Echo Fox to be an ideal first partner in the industry. Founded in 2015 by NBA champion Rick Fox, Echo Fox was recently named one of the most valuable esports organizations by Forbes and boasts teams in a variety of games ranging from League of Legends to Super Smash Bros. to Dragon Ball FighterZ.

READ MORE: AT&T’s Logo Deal With WNBA Represents Deeper Strategy With NBA

“Celsius continuously innovates and pushes the boundaries when it comes to keeping athletes healthy, and their support of a diverse group of athletic competition is something we admire,” Fox said in a statement. “Ensuring our players are competing at the highest level possible is a top priority for Echo Fox, and we’re confident that our partnership with Celsius will help us achieve that goal.”

As part of the partnership, Celsius now has the ability to use team and player images and likenesses as well as player testimonials. But Kahn also expects the product to be integrated organically into the team, an increasingly common tactic when targeting younger demographics. Some areas including placing the product nearby while players engage in cardio and hand-grip exercises, as well as competing in their respective games. “We’re going to have significant behind-the-scenes footage of these guys training and consuming the product,” he said. “Authenticity is important for me, to see who really loves the product.”

Esports are a natural habitat for energy drinks, with brands like Red Bull and Monster having already established deep ties in the industry. Yet it took time for Celsius to realize the market potential for itself. Now, with Echo Fox signed on as its first partner, it appears the brand is eager to make up for lost time.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

PSG and the City of Paris Can Join European Soccer’s Elite

What a maiden Champions League title would mean for the French club.

How the Champions League Anthem Took on a Life of Its Own

The composer didn’t know he wrote a timeless hit three decades ago.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Mar 23, 2025; Miami, FL, USA; Alexandra Eala (PHI) reacts after winning a point against Madison Keys (USA)(not pictured) on day six of the Miami Open at Hard Rock Stadium.

Alex Eala Is Defying Her Country’s Odds to Make French Open History

The Philippines native has overcome a unique set of financial odds.

Featured Today

Around the Horn - October 26, 2020
May 23, 2025

‘Quirky, Nutty, Bombastic’: 10 ‘Around the Horn’ Faces on Their Top Moments

“A quirky, nutty, bombastic, mostly wrong, sometimes right, crazy sports family.”
AA Mint Cards
May 18, 2025

Young Collectors Are on a High-Stakes Chase for Ultra-Rare Trading Cards

“They just want that excitement of the chase,” says a 23-year-old collector.
Donnie Gobourne JDL
May 17, 2025

U.S. Professional Softball Players Are Flocking to Japan to Get Paid

The Diamond League offers paychecks and amenities that the U.S. can’t beat.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

In Episode 7 of Portfolio Players, go inside the boardroom with Avenue Capital CEO and former Milwaukee Bucks co-owner Marc Lasry on Giannis’s future, women’s sports, and upstart leagues like TGL and Unrivaled. 
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.
Oct 29, 2024; Bronx, New York, USA; Los Angeles Dodgers first baseman Freddie Freeman (5) reacts after hitting a RBI single against the New York Yankees in the fifth inning during game four of the 2024 MLB World Series at Yankee Stadium.
October 31, 2024

Strauss Ads on MLB Helmets Annoyed Some Fans. CEO Says They Were a ‘Huge Success’

Strauss’s deal with MLB goes until 2027.