Celsius signs deal with Tough Mudder BOCA RATON, Fla., Feb. 27, 2018 /PRNewswire/ -- Celsius Holdings, Inc. (Nasdaq: CELH), makers of the leading global fitness drink, CELSIUS®, today announced its signing as Presenting Sponsor of the 2018 Tough Mudder North America Challenge event series which includes Tough Mudder Half, Tough Mudder Full and the newly launched Tough Mudder 5K. This strategic move fulfills a major marketing initiative for the brand, whose slogan and targeted demographics' goal is to "Live Fit." CELSIUS® is pioneering a new industry segment of "fitness drinks," a designation which also describes the brand's functional attributes. CELSIUS® drinks are dietary supplements that contain a proprietary thermogenic MetaPlus® blend, proven to accelerate metabolism, provide healthy energy and burn body fat when combined with exercise. These unique, proven qualities make this partnership a success, and achieve CELSIUS®' goal of increasing brand awareness by tapping into Tough Mudder's extensive fan base and its "Tougher Together" brand platform. The sponsorship and 2018 Tough Mudder season kicks off this weekend, March 3-4 at East Walker Ranch in the Los Angeles area.