Dive Brief:
- Celsius expanded its name, image and likeness (NIL) roster with the addition of six college football standouts that will be known as the "Essential Six," per details shared with Marketing Dive.
- The Essential Six — Dillon Gabriel, Donovan Edwards, Jalen Milroe, Emeka Egbuka, DJ Uiagalelei and Travis Hunter — will feature in an eponymous campaign that includes TV spots, social media content and activations across retail, on-campus and consumer channels.
- Putting its expanded NIL roster at the center of its marketing continues the energy drink's push into sports marketing and college culture, which it also boosts with its Celsius University brand ambassador program.
Dive Insight:
Celsius' new NIL roster highlights top athletes known for on-field performance and off-field dedication to fitness and wellness, a framing that complements the lifestyle energy drink's better-for-you value proposition and a strategic focus on Gen Z, per press details.
“The expansion of our NIL roster demonstrates our continued commitment to further connect our brand with our collegiate communities,” said Celsius CMO Kyle Watson in a statement. “Each athlete serves as inspiration and motivation to our consumers and their commitment to greatness truly embodies Celsius’ Live Fit lifestyle.”
The six athletes are featured in an introductory 30-second spot that sets their time in empty stadiums to dramatic music but no dialogue or brand messaging except for an end title. The athletes' personalities will be the focus of a series of spots that will premiere during the college football season.
The Essential Six include University of Colorado Boulder two-way player Travis Hunter, University of Oregon quarterback Dillon Gabriel, University of Michigan running back Donovan Edwards, University of Alabama quarterback Jalen Milroe, Ohio State University wide receiver Emeka Egbuka and Florida State University quarterback DJ Uiagalelei. The Heisman hopefuls will contribute social media content across platforms as part of the campaign.
The college football play is in line with the brand's Celsius University program, a national paid student marketing program that helps build the brand on campuses while providing real-world experience to aspiring marketers, and its previous sponsorships in the sports arena. The energy drink in February signed a global, multi-year, exclusive partnership with Formula 1 team Scuderia Ferrari and last year signed on as the official energy drink of Major League Soccer through the 2026 season.
PepsiCo in 2022 took an 8.5% stake in Celsius, which now has about an 11% market share of the $19 billion energy drink space due in part to changing consumer behaviors around better-for-you and functional offerings.
