Tough Mudder picks up a new presenting sponsor today with Celsius for the Tough Mudder North American Challenge Series. Celsius Brand will be the official fitness drink for the series which includes Tough Mudder Half, Tough Mudder Full, and Tough Mudder 5K. Additionally, it will serve as an Official Sponsor of the Toughest Mudder and World’s Toughest Mudder race series.


Celsius Holdings, Inc. (Nasdaq: CELH), makers of the leading global fitness drink, CELSIUS®, today announced its signing as Presenting Sponsor of the 2018 Tough Mudder North America Challenge event series which includes Tough Mudder Half, Tough Mudder Full and the newly launched Tough Mudder 5K.  This strategic move fulfills a major marketing initiative for the brand, whose slogan and targeted demographics’ goal is to “Live Fit.” CELSIUS® is pioneering a new industry segment of “fitness drinks,” a designation which also describes the brand’s functional attributes. CELSIUS® drinks are dietary supplements that contain a proprietary thermogenic MetaPlus® blend, proven to accelerate metabolism, provide healthy energy and burn body fat when combined with exercise.  These unique, proven qualities make this partnership a success, and achieve CELSIUS®’ goal of increasing brand awareness by tapping into Tough Mudder’s extensive fan base and its “Tougher Together” brand platform.  The sponsorship and 2018 Tough Mudder season kicks off this weekend, March 3-4 at East Walker Ranch in the Los Angeles area.

With over 100 events across North America during Tough Mudder weekends, and more than three million loyal fitness enthusiasts committed to the Tough Mudder lifestyle (also known as “Mudder Nation”) CELSIUS® seized the Presenting Sponsor spot, anchoring the energy drink position and locking out the competition. As a recognized pre-workout drink, CELSIUS® will be available before select events to energize experienced Mudders and newbies for the demanding obstacles ahead.

The Presenting Sponsorship secures the CELSIUS® brand with a coveted position in a logo lockup across the growing Tough Mudder franchise, an iconic and widely recognized series of obstacle course challenges spanning the globe. CELSIUS® will mark its presence at Tough Mudder events through sampling opportunities, consumer engagements and sponsored branding on one of the most legendary teamwork obstacles, Everest, across all event formats. Additionally, it will serve as an Official Sponsor of the Toughest Mudder and World’s Toughest Mudder race series.  CELSIUS® will have a considerable brand presence on multiple video platforms as Tough Mudder has grown into a media and entertainment brand with content featured on CBS, The CW, Facebook, and YouTube garnering millions of viewers throughout the year.

“CELSIUS® is an excellent fit to be the Presenting Sponsor of the Tough Mudder Challenge Series as they too encourage their followers to be Tougher Together, live courageously and achieve personal goals, all while having fun,” said Will Dean, Founder and CEO of Tough Mudder.  “CELSIUS® exudes the same drive for innovation, level of excellence and unstoppable growth, as Tough Mudder. With their ever increasing brand visibility, and continued flourishing following, we look forward to a long and successful partnership.”

Tough Mudder is a brand built on teamwork, courage, personal accomplishment and fun. Last year, CELSIUS® was tested for receptivity as a Tough Mudder Local Sponsor in ten cities. It was embraced by participants and organizers alike because it speaks to the spirit of Tough Mudder, given CELSIUS®’ “Live Fit” brand tagline. CELSIUS® provided samples pre-event, delivering delicious, and thermogenic energy to accelerate participants’ performance levels to help endure a series of demanding obstacle courses that test strength, grit, and stamina.

“We couldn’t think of a better partnership investment between two fast-growing and forward-thinking health and fitness brands. We love the brand association in the minds of our target demographic. CELSIUS® has shown significant growth more recently, particularly with our brand repositioning and new line launches last year. We are an award-winning, front runner in our category and Tough Mudder is a world-wide winner of a brand,” said Vanessa Walker, Executive Vice President, Marketing and Innovation. “This partnership provides CELSIUS® with a strategic marketing initiative both with the experimental on-site aspect and with our retailer partners across the fitness, military, e-commerce and traditional channels.”

Challenge Series participants will have the choice of sampling original and natural sparkling flavors of CELSIUS®: Cucumber Lime, Grapefruit, Orange, Grape Rush, Watermelon, Wild Berry, Orange Pomegranate, Cola – and two non-carbonated flavors – Peach Mango and Raspberry Acai. CELSIUS® is available in 12oz cans and is non-GMO, gluten-free, Kosher, Vegan-Accepted, contains 100% of seven essential vitamins with no aspartame or high fructose corn syrup and no artificial preservatives or flavors.

Mudders who participate in Toughest Mudder and World’s Toughest Mudder will also be introduced to CELSIUS HEAT™, the thermogenic, trainer-grade pre-workout packed with 300mg and 2,000mg of L-citrulline. CELSIUS HEAT™ comes in 16oz cans and is geared towards serious fitness consumers, trainers, athletes and military personnel who are interested in products that will take their training to the next level. Its carbonated line consists of Inferno Punch, Cherry Lime, Blueberry Pomegranate, Strawberry-Dragonfruit, Tangerine Grapefruit and the two newest additions, Apple Jack’d and Orangesicle.

Registration and spectator tickets are available for all Tough Mudder 2018 events. Visit the CELSIUS® corporate website at to learn more, or the branded websites: and

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