The Orange Blossom Classic Committee announced Boca Raton, Fla.-based Celsius Holdings Inc., makers of the global fitness drink CELSIUS, as the official game-day energy drink sponsor of the match-up between HBCU powerhouses Jackson State University and Florida A&M University on Sept. 4 at Hard Rock Stadium in Miami Gardens, Fla.

“We are excited that CELSIUS has joined the Denny’s Orange Blossom Classic family as our official energy drink partner. Equally exciting is their commitment to NIL opportunities for multiple players who are a part of the OBC weekend,” said Kendra Bulluck-Major, executive director of the Orange Blossom Classic Committee, in a statement. “The return of the OBC has become a movement connecting people as one big community. As we look forward to year two, ‘The Remix,’ ― I look forward to providing attendees with energetic activations and experiences throughout the weekend.”

To further strengthen its partnership with Denny’s Orange Blossom Classic, CELSIUS was the first corporate partner to join the Orange Blossom Classic Committee’s latest initiative in encouraging their sponsors to consider providing name, image and likeness opportunities for student-athletes who participate in the Denny’s Orange Blossom Classic. Celsius has pioneered the movement by signing JSU's Travis Hunter and Malachai Wideman to NIL deals with their brand, it says.

Attendees will have the opportunity to attend various immersive experiences during the Sept. 1-4 weekend. From professional development; during the Allstate Careers In Sports and Entertainment Symposium Presented by Coors Light and Amazon Career Recruitment Fair hosted by Career Source, to the fan-favorite — the Orange Blossom Classic AEA Battle of the Bands.

CELSIUS joins the impressive roster of sponsors to host several immersive activation experiences to keep attendees boosted, mentally and physically, during the Denny’s Orange Blossom Classic presented by Ready Life, it says. CELSIUS prides itself on containing zero added sugar, high-fructose corn syrup, artificial preservatives, colors or flavors through a clinically proven formula, it adds.