Why Celsius Holdings Stock Was Climbing This Week

Shares of Celsius Holdings (NASDAQ: CELH) were on the move this week after the energy drink maker signed a deal with the Professional Fighters League (PFL) to become its official energy drink partner. Energy drink companies like Red Bull and Monster Beverage have found similar success marketing themselves with MMA leagues and events like the X Games, the extreme sports competition, so it's not surprising to see Celsius following a similar path. According to a press release, the extensive partnership includes PFL fighters becoming brand ambassadors for Celsius, naming rights for the Celsius VIP cageside club, a social media collaboration, and the winner of each match will even drink a Celsius beverage in the PFL Smartcage at every event.