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CELSIUS named official energy drink partner of ATHX Games

UK Fitness Events

CELSIUS is expanding its fitness-focused presence through a new partnership with ATHX Games and events across the UK.

Image: ATHX Games
Andy Marino
By Andy MarinoAug 27, 2026
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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  • Partnership brings together two communities united by movement, progress, and ambition
  • Launched at ATHX Birmingham, CELSIUS will bring a premium experience for ATHX participants in the United Kingdom across a series of dates and locations

Launched at ATHX Birmingham, CELSIUS will bring a premium experience for ATHX participants in the United Kingdom across a series of dates and locations

Functional energy drink brand CELSIUS announced today a partnership with ATHX Games, the next-generation hybrid fitness competition, naming CELSIUS its Official Energy Drink Partner.

Through the partnership, CELSIUS will bring its LIVE.FIT.GO. platform to life by creating experiences “at the intersection of fitness and culture that celebrate movement, progress, and the ambition to own your goals”. CELSIUS will connect with ATHX participants through a premium branded zone experience and product sampling across select competitions.

ATHX Birmingham, held on 22-23 August 2026, marked the start of the partnership, bringing CELSIUS to the heart of the ATHX community. The ATHX Games will continue to be present across the United Kingdom on:

2026

  • ATHX Liverpool, 3rd to 4th October 2026, Exhibition Centre Liverpool

2027

  • ATHX London, 23rd to 24th January 2027, Excel London
  • ATHX Glasgow, 5th to 6th June 2027, Scottish Event Campus
  • ATHX Birmingham, 20th to 22nd August 2027, NEC Birmingham
  • ATHX Liverpool, 9th to 10th October 2027, ACC Liverpool

“CELSIUS is built for people who are motivated to keep moving and make every day count,” said Julien Scheubel, Head of Brand – Europe at Celsius. “We are excited to become the Official Energy Drink Partner of ATHX, a brand that shares the belief in the power of community and in making fitness more welcoming, rewarding, and relevant to everyday achievers. We can’t wait to bring our LIVE.FIT.GO. platform to life together, supporting participants as they take on their goals.”

Founded in the UK in 2023, ATHX has experienced threefold growth in competitor numbers over the past three years and expects more than 40,000 participants across its events in 2026. CELSIUS plans to expand alongside ATHX as it looks to bring its competition beyond Europe.

athx gamescelsiusfunctional energy drinkjulien scheubelpartnership

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