- The NBA Dallas Mavericks, the NHL Dallas Stars and the American Airlines Center have jointly announced a promotional partnership with Celsius Holdings, maker of the CELSIUS energy drink brand.
- The deal calls for the usual promotional benefits, plus the drink will be sold at concession stands throughout the venue.
- CELSIUS is one of the leaders in the expanding ‘healthy energy drink’ beverage category.
Here’s a tip for aspiring sports media types: it’s a good idea to actually read the press release before you start coming up with a story. Late last week, I received a press release announcing a promotional partnerships involving the American Airlines Arena, the NBA Dallas Mavericks and NHL Dallas Stars with a company called Celsius Holdings, Inc. It sounded strange that a bankrupt cryptocurrency exchange would be sending out press releases, let alone looking for sponsorships in the first place.
There was a reason it sounded strange–Celsius Holdings is the very much solvent maker of CELSIUS energy drinks. CELSIUS is one of the leaders in the smoking hot ‘healthy energy drink’ segment of the even hotter energy drink market. This would have been made obvious had I done more than scan the release which right at the top noted that CELSIUS Essential Energy has been named the ‘Official Energy Drink Partner’ of the Mavs, Stars and the American Airlines Center. Good get on both ends of this deal. Here’s the particulars:
American Airlines Center today announced a multi-year partnership with Celsius Holdings, Inc., (Nasdaq: CELH), maker of lifestyle energy drink, CELSIUS®, to become the official Energy Drink of the Dallas Mavericks, Dallas Stars, and American Airlines Center.
As part of this agreement, concession stands throughout American Airlines Center will feature a variety of flavors of CELSIUS® 12 oz cans for fans and guests to purchase, in addition to on-site activations and sampling during select events. CELSIUS® will also be the Presenting Sponsor to the Mavericks and Stars Street Teams and Mavericks College Spirit Nights, sampling product and promoting game nights at colleges and universities in the Dallas-Fort Worth area.
This marketing partnership provides CELSIUS® with brand exposure in the arena and beyond.
As part of the Dallas Mavericks Spirit College Nights program, CELSIUS® will visit college campuses in North Texas to promote game nights and pass out product. This activation is a perfect alignment with their currently expanding National CELSIUS University program. In addition, CELSIUS® will work with the Mavericks, Stars, and American Airlines Center to provide fans and guests with engaging activations in-arena and through local media and social media initiatives.
CELSIUS Essential Energy is billed as “functional, Essential Energy, a better-for-you, premium alternative to traditional energy drinks. Made with a clinically proven formula of energy-boosting ingredients, 7 Essential Vitamins and zero sugar, CELSIUS®was created to help people LIVE FIT, exceed their goals, and elevate their everyday lives.”
You can’t have a promotional partnership press release without quotes and we’ve got three of em’ for you–all ‘short and sweet’. We’ll start with Dallas Mavericks SVP of Corporate Sponsorships Ryan Mackey:
“The Dallas Mavericks are eager to welcome Celsius as our official Energy Drink. We look forward to providing our fans with the Essential Energy at games and throughout the community.”
Next up, we’ve got Dallas Stars President and CEO Brad Alberts:
“Giving our home fans a variety of beverage options is imperative. That’s one of the reasons why we’re excited to make CELSIUS our official energy drink. We’re looking forward to seeing their product at concession stands throughout American Airlines Center.”
Here’s CELSIUS® VP of Marketing, Kyle Watson:
“We are excited to announce this partnership with the American Airlines Center, Dallas Mavericks, and Dallas Stars, as we continue drive our brand awareness in the Dallas market. As the official energy drink partner, CELSIUS looks forward to helping keep sports fans and event-goers at the Arena refreshed and energized with Essential Energy!”
As an aside, I’ve been looking for my own ”Official Energy Drink Partner’ for awhile now. For a long time, it was Monster Rehab Tea + Energy which was so named after the now defunct Rehab Pool Party at the equally defunct Hard Rock Hotel & Casino in Las Vegas. The Hard Rock Hotel lost its cachet over a decade before the property’s actual demise but the energy drink it spawned remained a favorite of mine:
While chillin’ at the Rehab pool party in Vegas, admiring the flesh parade, and pondering the wisdom of doubling down when the dealer shows a face card, it HIT ME!
We need a new drink, one that can do it all: a triple threat that quenches thirst, fires you up, and is the perfect choice after a hard day’s night.
Monster Rehab Tea + Lemonade: RE-FRESH, RE-HYDRATE, RE-VIVE, or in other words, Re-habilitate with a killer mix of tea, lemonade, electrolytes, and our bad-ass Monster Rehab energy blend.
Monster Rehab soldiers on, but it doesn’t seem to have the spirit it once did. Anyway, congrats to CELSIUS, the Mavs, the Stars and the American Airlines Center on the partnership.