Beverage News / Alternative Drinks

Celsius signs endorsement deal with racecar driver Emerson Fittipaldi

New partnership expands brand’s global reach into Brazil

July 22, 2014
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Boca Raton, Fla.-based Celsius Holdings Inc. announced an endorsement agreement with racecar driver Emerson Fittipaldi. The two-time Formula One World Champion and two-time Indy 500 Race winner will serve as brand ambassador for Celsius’ same-named negative-calorie beverages in Brazil in support of the brand’s continued global expansion.

“With Brazil hosting this summer’s World Cup and the 2016 Summer Olympics, an agreement with a world-renowned Brazilian athlete like Emerson will prove to be outstanding support to our recent distribution expansion within the country,” said Celsius Chief Executive Officer Gerry David in a statement. As a trailblazer with continued involvement and dedication to racing, Fittipaldi has grown his personal fan base and solidified the sport’s fan base overall, giving Celsius the opportunity to leverage his equity to expand consumer awareness of its products across South America and the world, he added.

Emerson joins the Celsius roster of health-conscious and active ambassadors, which includes both professional athletes and weekend warriors. Throughout his career as a Formula One driver, Fittipaldi has garnered 14 wins and two World Championships, and holds the record for the youngest Formula One Champion, according to Celsius. He also won 22 Indy Car races, one Indy Car World Championship, and two Indy 500 Championships. Fittipaldi also is the only Brazilian member of the Laureus World Sports Academy, an association of 46 of the best living sporting figures from around the world that works to encourage youth sports involvement.

“The Laureus World Sports Academy mission, combined with the mission I share with the Celsius brand of living a healthy lifestyle, is something I believe can encourage future athletes to live a healthy lifestyle as well,” Fittipaldi said in a statement. “Understanding the benefits of the functional beverage, I am hoping through this agreement Celsius will become the go-to fitness drink for up-and-coming athletes who want get the most out of their sport so they can perform at their best when it is time to compete.”

Celsius’ negative-calorie energy drink has been shown in multiple clinical studies to help consumers burn 100 calories or more per serving; boost metabolism; reduce body fat; increase endurance; and provide long-lasting, clean energy when consumed before a workout, the company says. It is available in five flavors of carbonated and non-carbonated varieties and in powder stick packs that can be mixed with water. Celsius does not contain sugar, high-fructose corn syrup, aspartame, or artificial preservatives, flavors or colors, and it is low in sodium.

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