Breakaway and Celsius Team Up to Energize the Next Generation of Music Fans Through Live Music

The two brands deepen collaboration with expanded partnership, shared vision, and immersive experiences for festival-goers across the U.S.

April 8, 2025 – Breakaway, the nation’s leading independent live entertainment brand and largest touring music festival, today announced Celsius will return as the Official Presenting Sponsor, Exclusive Energy Partner, and first-time Exclusive Hydration Partner of Breakaway Music Festival.

The collaboration between Breakaway Music Festival and Celsius embodies a remarkable synergy rooted in shared goals of building community, delivering unforgettable experiences, and forming deep emotional connections with consumers. As Celsius continues to disrupt the beverage industry, Breakaway remains at the forefront of the festival scene, bringing world-class experiences to emerging markets across the United States. 

Building on the success of last year’s collaboration, this renewed partnership marks a milestone as Celsius’ first-ever festival sponsorship in the hydration category, spotlighting the brand’s innovation and growing product portfolio. New in 2025, Celsius launched CELSIUS HYDRATION™, a line of electrolyte-based powder sticks to support hydration with zero sugar, B vitamins and essential electrolytes.

“Our partnership with Celsius continues to grow, and we couldn’t be more excited to expand our collaboration this year,” said Adam Lynn, Breakaway Co-Founder and CEO. “Celsius amplifies what makes Breakaway unique, and together, we’re committed to delivering unforgettable experiences. With aligned missions and a shared focus on enhancing the fan experience, this year’s tour will be our biggest and best yet.”

Each stop on the Breakaway Music Festival Tour will also serve as a stop on the CELSIUS ESSENTIAL VIBES TOURTM, a series that brings energy to the best music festivals and concerts around the nation. Both tours aim to deliver immersive experiences that blend music, energy, and community, where real-time connections converge.

“We’re excited to continue building on our amazing partnership with Breakaway Music Festival and expand our CELSIUS ESSENTIAL VIBES TOUR™ to even more consumers across the country,” said Kyle Watson, CMO of Celsius. “This partnership is a natural fit, bringing together high-energy live music and unforgettable experiences in moments where attendees are seeking refreshment and energy. Breakaway festivals provide the perfect setting to co-create immersive brand experiences that position CELSIUS as the go-to festival beverage while bringing the LIVE FITTM lifestyle to music enthusiasts across the country."

The 2025 partnership includes an expanded on-site presence at every stop on the tour. Fans can step into the Celsius Vibe House–a retro-themed space inspired by one of Celsius’ latest energy drink flavors–featuring full-can sampling, Instagram-worthy photo ops, lounge seating, and interactive games. Festival bars will also offer a curated selection of CELSIUS beverages for purchase, including a refreshing Mango Lemonade mocktail. For an extra boost, festival-goers can visit the Celsius-branded hydration stations, dedicated spaces designed to help attendees replenish and recharge throughout the day.

In addition to festival activations, Breakaway and Celsius will co-host a pre-event fitness class with Barry’s. This high-intensity workout will be accompanied by a live set from a featured festival DJ, allowing wellness fans to get amped up for the main event.

Together, the brands are pushing boundaries and setting new standards for immersive, consumer-driven activations. For more information and to purchase tickets, visit BreakawayFestival.com.

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About Breakaway:

Breakaway is the nation’s leading independent live entertainment brand. Its tentpole touring music festivals provide premium experiences to underserved music fans across the nation. Since its inception, the festival has expanded into multiple cities (12 in 2025) and grown into a two-day, multi-stage event in every market. Breakaway champions music, art, creativity and diverse communities. Breakaway also pops up its brand in large cultural moments through “Breakaway Presents” in markets like Miami, New York, and Las Vegas. 

About Celsius Holdings, Inc.: 

Celsius Holdings, Inc. (Nasdaq: CELH) is a functional beverage company and the owner of energy drink brand CELSIUS® and hydration brand CELSIUS HYDRATION™ . Born in fitness and pioneering the rapidly growing, better-for-you functional beverage category, the company creates and markets leading functional beverage products. For more information, please visit celsius.com.