Drink Brand Celsius Signs On To Sponsor Tough Mudder Events

Fitness drink brand Celsius has signed on as presenting sponsor of the '18 Tough Mudder North America Challenge series, replacing shoe company Merrill with an expanded package of rights. Celsius, a pre-workout drink, will be available to participants at some of the roughly 100 Tough Mudder events this year. Celsius also will do consumer engagement programs at the events and sponsor the obstacle Everest, while getting media time on Tough Mudder’s content on CBS, the CW, Facebook and YouTube. Celsius also becomes the official energy drink of the event series. Merrill remains with Tough Mudder as official shoe sponsor.