Boca Raton, Fla.-based Celsius Holdings Inc., maker of negative-calorie beverages, partnered with NASCAR driver Blake Koch for the 2014 Nationwide Series.
"We are excited to partner with Blake Koch, who exemplifies the competitiveness, athleticism and quality of life that the Celsius brand is recognized for," said Celsius Chief Executive Officer Gerry David in a statement. "Our partnership with Blake provides Celsius the opportunity to reach the 70+ million avid NASCAR fans with a healthy alternative to the traditional energy drinks being consumed. Blake's passion for competing is also seen off the track in his Ironman and tri-athlete competitions."
Koch added in a statement: "I first heard about Celsius back in 2009 and have been a fan ever since. I am so proud to team up with Celsius, a growing brand, and to promote something I truly believe in. I start every day off with a Celsius — [whether it’s a] race day or triathlon training day — [and] it helps me accomplish my goals."
Koch, who joined NASCAR in 2009, recently signed on as a full-time driver for TriStar Motorsports. He will drive the Nos. 10 and 44 Toyota Camry racecars in the NASCAR Nationwide Series.