Celsius Partners With ATHX Games as Global Energy Drink Partner for 2026 Hybrid Fitness Events
Celsius has expanded its presence in the fitness and sports space by becoming the Global Energy Drink Partner of ATHX Games, bringing the energy drink brand into a growing hybrid fitness competition platform.
Announced on September 21, 2026, the Celsius ATHX Games partnership will connect the two brands across ATHX competitions in the United States, with upcoming events scheduled in Miami, Houston and Los Angeles.
The partnership comes as ATHX continues expanding beyond its UK and European base into additional international markets. The collaboration will give Celsius opportunities to engage with competitors, spectators and local fitness communities through event experiences and product-focused activations.
Celsius Becomes Global Energy Drink Partner of ATHX Games
Celsius has officially joined ATHX Games as its Global Energy Drink Partner, linking the functional energy drink company with a hybrid fitness competition that combines multiple aspects of athletic performance.
ATHX describes its competitions as tests of strength, endurance and conditioning, with formats designed to accommodate both first-time competitors and experienced athletes.
Celsius said the partnership is intended to bring its fitness-oriented brand platform into the ATHX competition environment while connecting with participants across different levels of experience.
Mark Hartnett-Morgan, co-founder of ATHX, said the two brands share an emphasis on fitness, community and making competition accessible to a wider audience.
ATHX Expands Across Major US Markets
The Celsius ATHX Games partnership arrives as ATHX increases its presence in the United States.
The 2026 US schedule includes competitions in Miami on October 10, Houston on October 17 and Los Angeles on November 7. ATHX’s official event calendar confirms the three US stops, with Miami taking place at the Miami Beach Convention Center, Houston at Reliant Park and Los Angeles at the Long Beach Convention & Entertainment Center.
The Miami event will take place in Celsius’ home market, providing the brand with an opportunity to activate the partnership at one of the first major US stops on the ATHX calendar.
Houston and Los Angeles represent additional US markets where ATHX is establishing its competition format.
What Is ATHX Games?
ATHX Games is a hybrid fitness competition built around different components of functional fitness.
According to ATHX, each competition is structured as a continuous fitness challenge across six zones: Warm-Up, Strength, Refuel, Endurance, Recovery and MetCon X.
The 2026 competition programming includes strength exercises, running, rowing and metabolic conditioning challenges.
For example, the individual strength workout includes a strict press, back squat and deadlift, while the endurance section combines running and rowing within a 22-minute time limit.
The format allows athletes to compete across different categories, including ATHX, ATHX Pro and ATHX Lite.
Celsius Will Connect With Athletes and Fitness Communities
The partnership is designed to extend beyond conventional event sponsorship.
Celsius said it will participate alongside the ATHX community during competition days, creating opportunities to engage with both experienced athletes and people entering hybrid fitness competitions for the first time.
The partnership also gives Celsius a physical presence at events where competitors spend several hours moving through different stages of the competition.
ATHX’s event format includes dedicated areas for warm-up, strength, refueling and recovery, creating multiple points of interaction throughout the competition experience.
Partnership Builds on Celsius’ Fitness Positioning
The Celsius ATHX Games partnership aligns with the company’s broader positioning around active lifestyles and fitness.
Celsius describes its brand as being rooted in fitness and uses the LIVE.FIT.GO. platform to connect with consumers interested in movement and active lifestyles.
The ATHX partnership gives Celsius another platform through which to connect that positioning with live sporting competition.
Rather than being limited to traditional advertising placements, the collaboration will place Celsius within the event environment and alongside athletes participating in strength, endurance and conditioning challenges.
ATHX Continues International Expansion
The partnership also comes during a period of international expansion for ATHX.
Founded in the UK, ATHX now has events across the UK, Europe and the United States, with its 2026 calendar including competitions in cities such as Liverpool, Miami, Houston, Amsterdam and Los Angeles.
ATHX’s official calendar also shows that the organization is already planning its 2027 season, with events scheduled in cities including London and Paris.
The partnership with Celsius therefore extends across a competition platform that is developing beyond a single national market.
Miami, Houston and Los Angeles Events
The US portion of the partnership will begin with ATHX Miami 2026 on October 10.
The Miami competition is scheduled at the Miami Beach Convention Center and will feature individual and pairs categories across ATHX, ATHX Pro and ATHX Lite divisions.
The next US event will take place in Houston on October 17 at Reliant Park. The Los Angeles event follows on November 7 at the Long Beach Convention & Entertainment Center.
These events provide Celsius with a presence across three major US markets during the fall fitness calendar.
The Partnership Extends Beyond the US
While the current announcement highlights ATHX’s US expansion, the Celsius relationship is broader than the three American events.
ATHX has described Celsius as its official energy partner as the competition expands across the UK, Europe and US, while Celsius has positioned the relationship as part of its wider fitness strategy.
Earlier ATHX events in Europe have also featured the partnership, with Celsius activations connected to the competition experience.
This gives both brands an opportunity to develop the relationship across multiple markets rather than restricting it to the US launch.
ATHX 2026 Finals Will Take Place in Lisbon
The 2026 ATHX season will culminate with the ATHX Finals in Lisbon, Portugal, scheduled for November 27–29.
According to ATHX, athletes can earn qualification spots through events held during the 2026 season, with top-performing competitors progressing to the finals.
The finals provide another major stage for the competition following its expansion across North America and Europe.
Celsius and the Growth of Hybrid Fitness
The Celsius ATHX Games partnership reflects the increasing presence of hybrid fitness competitions within the broader sports and fitness ecosystem.
ATHX combines different forms of physical performance into a single competition format, requiring competitors to move between strength, endurance and conditioning challenges.
For Celsius, the partnership creates a connection between its fitness-focused brand positioning and a competition format that brings together athletes with different levels of experience.
The collaboration also gives ATHX an established energy drink partner as it continues expanding its event footprint internationally.
What Happens Next?
The Celsius and ATHX Games partnership will continue through the fall 2026 competition schedule.
The next major US stops are Miami on October 10, Houston on October 17 and Los Angeles on November 7.
Celsius will participate alongside athletes and local fitness communities at the events, while ATHX continues building its presence across the US and international markets.
The partnership will also extend into future ATHX growth plans, with the organization’s leadership already discussing expansion into additional international markets.
Looking Ahead
The Celsius ATHX Games partnership brings together a fitness-focused energy drink brand and a hybrid competition platform during a period of expansion for ATHX.
Celsius will serve as the Global Energy Drink Partner while supporting event experiences across the ATHX community.
With upcoming competitions in Miami, Houston and Los Angeles, the partnership will give Celsius a presence across several major US fitness markets during fall 2026.
ATHX’s continued expansion across the US, UK and Europe also creates opportunities for the relationship to develop across additional competitions and markets in the future.
Frequently Asked Questions
1. What is the Celsius ATHX Games partnership?
Celsius has become the Global Energy Drink Partner of ATHX Games, connecting the energy drink brand with ATHX’s hybrid fitness competitions and community events.
2. What is ATHX Games?
ATHX Games is a hybrid fitness competition that tests athletes across strength, endurance and conditioning through a multi-zone competition format.
3. When is ATHX Miami 2026?
ATHX Miami 2026 is scheduled for October 10, 2026, at the Miami Beach Convention Center.
4. When is ATHX Houston 2026?
ATHX Houston 2026 is scheduled for October 17, 2026, at Reliant Park.
5. When is ATHX Los Angeles 2026?
ATHX Los Angeles 2026 is scheduled for November 7, 2026, at the Long Beach Convention & Entertainment Center.
6. What does ATHX test?
ATHX competitions test areas including strength, endurance and conditioning, with workouts incorporating exercises such as lifting, running, rowing and metabolic conditioning.
7. Who can compete in ATHX Games?
ATHX offers different divisions, including ATHX, ATHX Pro and ATHX Lite, with formats designed for both first-time competitors and more experienced athletes.
8. Where is the 2026 ATHX Finals?
The 2026 ATHX Finals are scheduled for November 27–29 in Lisbon, Portugal, at the Lisbon Exhibition and Congress Centre.
9. Is ATHX Games expanding outside the US?
Yes. ATHX currently has events across the UK, Europe and the US, with additional international events listed on its 2026 and 2027 calendars.
10. Why is the Celsius ATHX partnership significant for the events?
The partnership gives Celsius a direct presence within ATHX competitions while providing the event series with a dedicated energy drink partner as it expands across US and international markets.
