The Sports Business Journal reports that PepsiCo-owner drink Celsius was the big winner of the night. The energy drink brand that lists Jake Paul as an endorsee took front and center of the ring during the night’s festivities.
Image via Wikimedia Commons
Celsius’ involvement included activations throughout fight week leading up to the Friday night fight and other placement during the Netflix broadcast. According to Netflix, the stream of the fight peaked with 65 million households watching.
Per Newsweek:
CELSIUS’s involvement in this event extends beyond conventional sponsorship. The brand will be hoping they can keep the audience energized throughout fight week with sampling stations showing off its latest flavors. Additionally, the company will take center stage with its logo prominently placed on the fight mat and through the ‘Essential Energy Highlight of the Fight’ segment, where crucial moments of the main event will be featured.
Earlier this year, Celsius signed Paul’s stablemate at Most Valuable Promotions, Amanda Serrano. The Puerto Rican star was in the co-main event of the evening losing a close fight with Katie Taylor.
Notably, UFC star Dustin Poirier has been a brand ambassador since 2021.
According to Yahoo! Finance, Celsius stock has fallen over 70% from its highs earlier this year “due to slowing growth and struggles in the convenience store channel.” Yet, it still maintains a popular foothold with younger consumers. It also competes with UFC sponsor Monster Energy and F1’s Red Bull for market share.
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