Energy drink company CELSIUS is stepping into the music space with a new partnership with Breakaway Music Festival.
The largest multi-city festival in the U.S., Breakaway will welcome CELSIUS as the presenting sponsor for all ten stops of their festival circuit this year. As part of the partnership, CELSIUS will launch the “Road to Breakaway” at each event, with fitness activations and workouts led by CELSIUS trainers, in addition to samples of the latest CELSIUS Vibe flavors. CELSIUS will also offer fans meet and greets with select artists, and partner with retailers on exclusive VIP giveaways.
The Breakaway Music Festival dates also double as stops on CELSIUS’ 2024 “Essential Vibes Tour,” which seeks to bring “essential energy to the best music festivals and concerts around the nation.”
This year’s Breakaway Music Festival tour kicks off April 26 in Tampa, with headliners Illenium, Kaskade, Zedd and Sofi Tukker taking over Raymond James Stadium (home to the NFL’s Tampa Bay Buccaneers). Tickets to the two-day festival in Tampa start at $146 online.
CELSIUS will also be present at the Breakaway Music Festivals in Charlotte, Columbus, Kansas City, St. Paul, Grand Rapids, Boston, Nashville, and San Francisco. Dates run through the end of October, and artists for the above festivals are expected to be announced soon. You can see more details at BreakawayFestival.com.
CELSIUS says the partnership with Breakaway was a no-brainer, drawing on both brands’ shared passion for music and bringing people together.
“The CELSIUS Essential Vibes Tour aims to create an unforgettable and unique experience through the transformative power of music,” says Kyle Watson, Executive Vice President of Marketing at CELSIUS. “Our goal is to foster a strong sense of community, memorable experiences, and forge emotional connections with our consumers. Through this partnership, we aim to inspire festivalgoers and provide them with the Essential Energy they need to elevate their festival experience.”
“Breakaway’s goal is to bring the hottest global talent to underserved markets across the U.S.,” adds festival co-founder, Adam Lynn. “Breakaway is a place not only for fan discovery, but a place to encourage artist creativity by providing a platform to build community, gain exposure, develop their careers, and who knows…eventually become the next Tiësto, Martin Garrix or Flume.”
While CELSIUS has become a go-to drink for both amateur gym goers and fitness influencers alike — thanks to its promise of faster metabolism and fat burning — the energy drink has caught on with the music crowd as well. Recent CELSIUS events have brought out everyone from Loud Luxury to G-Eazy and Madison Beer.