Celsius Holdings

Product lines

Celsius has different product lines that contain different caffeine levels.[12]

Composition

Ingredients

Celsius contains green tea extract, which contains an antioxidant known as epigallocatechin gallate (EGCG). Guarana seed extract further increases caffeine content. Ginger root is used as both a flavoring agent and for anti-inflammatory effects.[13]

Caffeine

Celsius contains 200 mg – 270 mg of caffeine, depending on the product line and size of the can.[13]

Major investments

Carl DeSantis was an early investor in Celsius Holdings. DeSantis invested throughout the company's development because the product line interested him. In 2010, he agreed to extend a $3 million dollar credit line for an advertising campaign to promote Celsius's new products, but the money did not create the outcome expected. As a stakeholder, he provided advice to the Celsius team and assisted with leadership changes in 2012 when the company was not meeting the expected business goals. DeSantis died having earned $1.2 billion dollars from a 31% stake in Celsius Holdings.[14]

PepsiCo invested $550 million in Celsius Holdings,[15] an 8.5% minority stake.[16]

Marketing in colleges

Celsius Holdings partnered with Learfield, a collegiate sports marketing company, to form partnerships with college students.[17] In 2023, the brand began partnering with college football quarterbacks Bo Nix (University of Oregon) and Michael Penix Jr. (University of Washington).[17]

In January 2024, Celsius began partnering with college basketball basketball players JuJu Watkins, Jared McCain, Cody Williams, and Kwame Evans Jr..[18]

"Celsius University" was created in 2022 as a student ambassador program, paying students to promote the product line on college campuses.[19]

Celsius Holdings further partnered with influencers, such as Jake Paul and David Dobrik to promote the Celsius products.[20]

Motorsports sponsorship

Early in the company's history, it began sponsoring motorsports entries through series such as NASCAR and Formula One. As of 2026, the company sponsors Kaulig Racing, Jordan Anderson Racing, Rackley W.A.R., RFK Racing in NASCAR, and Aston Martin in Formula 1.[21]

They have previously sponsored Tricon Garage in NASCAR and Scuderia Ferrari in Formula One.

Motorsports brand ambassadors

NASCAR

• A. J. Allmendinger, NASCAR Cup Series[22]
• Toni Breidinger, NASCAR Craftsman Truck Series[22]
• Jeb Burton, NASCAR O'Reilly Auto Parts Series[23]
• Justin Haley, NASCAR Craftsman Truck Series[24]
• Corey Heim, NASCAR Cup Series[25]
• Corey LaJoie, NASCAR Cup Series[22]
• Ryan Preece, NASCAR Cup Series

Formula One

• Fernando Alonso, Formula One[22]
• Lance Stroll, Formula One[22]

Former brand ambassadors

• William Byron, NASCAR Cup Series[26]
• Christian Eckes, NASCAR O’Reilly Auto Parts Series[27]
• Emerson Fittipaldi, retired Formula One[28]
• Lewis Hamilton, Formula One[22]
• Brad Keselowski, NASCAR Cup Series[29]
• Blake Koch, former NASCAR driver[30]
• Charles Leclerc, Formula One[22]
• Logan Misuraca, ARCA Menards Series[31]

Flo Rida lawsuit

Celsius Holdings faced a lawsuit in 2021 with rapper Flo Rida for a breach of contract when the company allegedly withheld details about revenue.[32] Flo Rida was a contracted brand ambassador from 2014 to 2018, which brought Celsius to concerts and events to help expand the brand. The Florida court ruled in Flo Rida's favor that Celsius Holdings was in breach of contract as Flo Rida's publicity assisted in the company's growth.[32] Flo Rida was awarded $82.6 million in January 2023 due to the lawsuit.[32][33] The judgment was upheld on appeal in December 2024, though possibly with a lower amount awarded.[34]

Class-action lawsuit

Celsius faced a class-action lawsuit in November 2022 for allegedly misleading customers that the product contained no preservatives, even though they contain citric acid.[35] The company denied the claim, maintaining that citric acid was used as a flavoring agent.[35] The lawsuit was settled out of court in February 2023.[36]