Celsius Launches FIFA World Cup Push With Diplo and All-Star Football Cast

Celsius dropped Electric Vibe, a limited-edition sparkling tropical freeze flavor, and a full campaign timed to the FIFA World Cup summer.

The campaign's hero spot, titled "The Surge," was produced by production agency Quiet Half.

It depicts a game of foosball escalating into a full pro soccer match, with Diplo providing a live DJ set as the action unfolds.

He joins players Weston McKennie, Declan Rice, and Hirving Lozano, as well as creator and footballer Marlon Garcia.

The campaign runs across connected TV, audio, search, display, OOH, and paid social, and arrives as brands across sports and beverage categories prepare for the tournament.

Celsius has held a partnership with Major League Soccer and clubs including Inter Miami since 2023, and the Electric Vibe launch extends this relationship into a bigger World Cup push.

The Campaign and the Event

The spot was timed to coincide with the Celsius Soccer Classic, a charity event held in Los Angeles on April 22 that brought together athletes, creators, and entertainers.

Talent at the event included Diplo, Garcia, actress Lisa Rinna, fitness entrepreneur Kendall Toole, and influencers David Dobrik, Dixie D'Amelio, Josh Richards, and Haley Kalil.

Kyle Watson, Chief Brand Officer at Celsius, described the event's purpose in the campaign's official press release.

"The event captured the energy and intensity of the ad spot, extending it from screen to real life while setting the tone for our broader push into the sport this summer," she said.

Garcia also addressed his involvement in the press materials.

"Electric Vibe captures the experiences that you live for," he added.

"Those high-energy, good times, whether it's with friends or in a packed stadium chasing the moment. Celsius brings that feeling to life in a way that feels real to the culture, and I loved being a part of it."

A World Cup Push Without an Official Sponsorship

Celsius does not hold an official FIFA World Cup sponsorship.

However, the brand will have visibility at nine U.S. matches this summer, including in-game branding, fan activations, hospitality, and sampling.

It also announced a partnership with French player Eduardo Camavinga as part of its wider soccer push.

In addition, the brand has been named the official energy drink of Baller League USA, a creator-driven indoor soccer league.

Here, it will appear across gameplay, experiences, social content, and livestreams.

The company launched a full-service in-house agency last month to support campaigns including the "Live. Fit. Go." platform.

Celsius Holdings, the parent company of Celsius, Alani Nu, and Rockstar Energy, also reported $2.5 billion in full-year 2025 revenue.

This represents approximately 20% dollar share of the U.S. energy drink category in Q4.

Celsius' latest campaign offers tips on how brands can build presence around the World Cup despite not havingofficial tournament rights:

• Extend the ad into a live event: The Soccer Classic gave the spot a real-world touchpoint, which generated coverage and social content.
• Adapt the brand slogan to the moment: Rewriting the slogan connects an existing brand asset to a new cultural window.
• Mix talent categories in a single campaign: Combining pro athletes, a DJ, and a creator lets the campaign reach diverse audiences.

Celsius's MLS partnership since 2023 gives the World Cup activation a foundation that newer entrants to sports marketing will take time to build.

Our Take: Is This a Smart Way to Activate Around the World Cup?

We'd say yes, and the unofficial sponsorship angle is worth eyeing.

Several brands are finding ways to launch brand activations around the World Cup without paying for official rights.

Celsius's approach includes nine match activations, a partnership with Camavinga, and visibility inside Baller League USA.

This gives the brand multiple touchpoints with audiences across different levels of fandom.

The Baller League partnership is also well-judged, as a creator-driven indoor league puts Celsius directly in front of Gen Z audiences following through content and social.

Powerade also just launched its FIFA World Cup campaign starring Lamine Yamal and Rodrygo Goes, with a platform built around athlete preparation and a special edition bottle series.

Beverage brands building sports sponsorship campaigns need agencies that understand how to activate around major tournaments without official rights.

Explore the top sports marketing agencies in our directory.