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Aug 20, 2023

Celsius, other sponsors activating around Paul

Celsius Essential Energy is bringing out a wide array of activation for this weekend’s Jake Paul - Nate Diaz fight at American Airlines Center, with a panoply of on-site branding, experiential

Celsius Essential Energy is bringing out a wide array of activation for this weekend’s Jake Paul-Nate Diaz fight at American Airlines Center, with a panoply of on-site branding, experiential activations and media advertisements. SBJ reported in May that Celsius would be the presenting sponsor of the event, and promoters Most Valuable Promotions and Real Fight Inc. are now revealing the other corporate partners for the boxing match: OnlyFans competitor Fansly, sports media platform Betr and memorabilia company Fiterman Sports Group. The eight-round, catchweight fight is Saturday night in Dallas and will be aired on DAZN PPV plus ESPN+ PPV for $59.99. Organizers have said a sell-out crowd is expected.

Celsius’ assets will include center-ring branding, branding on Paul’s shorts, LED boards advertisements and branding on the mat, ropes and posts. The energy drink company also is unveiling new ads and a social media content series with Paul this weekend, will have its drinks displayed at all fight week events, and have an experiential photo/punching machine with sampling on the concourses of the arena. Betr, which Paul is an investor in, is offering a free-to-play picks game around the fight with $1M in prizes. Fiterman, which is also WWE’s official corporate sponsor in the autographs category, will be the official memorabilia partner of Saturday’s fight and it’ll cut up the mat after the fight to sell parts of it along with autographs. Financial terms for the deals were unclear.

Celsius is already a sponsor of Paul’s but this sponsorship is said to be an incremental spend to the endorsement deal. The agreements were set up by MVP co-founder Nakisa Bidarian and his team, which promotes Paul’s budding career in combat sports. Paul, who is also looking at getting into MMA with the PFL, is 6-1 in boxing and seeking to bounce back from his first ever defeat in February, attempting to do so versus the mercurial former UFC fighter in Diaz.

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