Celsius x Jesper Karlström
Building an authentic athlete partnership in professional football
Celsius wanted to strengthen its position within sport and performance in the Nordics while supporting the launch of its sugar-free offering.
ATEK Sports identified Swedish international footballer Jesper Karlström - the Swedish National Team player and captain of Udinese in Serie A - as a particularly strong fit for the brand.
As an elite footballer living with Type 1 diabetes, Jesper had an authentic personal connection to making conscious choices around sugar – creating a natural link between the athlete, the product and Celsius' wider positioning.
The Challenge
The objective was to find an athlete partnership that went beyond visibility.
Celsius needed a credible profile who could represent performance, an active lifestyle and the brand's sugar-free proposition in a way that felt relevant and authentic.
What atek sports delivered
ATEK Sports identified the strategic fit between Celsius and Jesper Karlström (playing in the Swedish National Team and is the captain in Udinese, Serie A in Italy) and managed the partnership from initial introduction to activation.
Our work included:
Athlete identification and brand matching
Strategic positioning of the partnership
Commercial structuring and negotiation
Partnership concept and narrative
Creative direction and production coordination
The key was the natural connection between the two sides: an international footballer competing at the highest level, living with Type 1 diabetes, paired with Celsius' increased focus on sugar-free products.
The Result
ATEK Sports successfully brought Celsius and Jesper Karlström together in a commercial partnership built on genuine relevance rather than reach alone.
For Celsius, the collaboration created an authentic connection to elite football, performance and an athlete whose personal story aligned naturally with the product.
For Jesper, it created a brand partnership that made sense both professionally and personally.
ATEK Sports managed the full process – from identifying the opportunity to structuring, negotiating and activating the partnership.
“ATEK Sports handled the communication excellently from our very first conversation and was clear in their expectations while remaining open to listening to Celsius’ needs. Together, we created added value for Celsius by connecting our brand to sports, particularly through the collaboration with Jesper Karlström - one of Sweden’s top football players.
ATEK Sports played a key role in facilitating this partnership. They delivered on time, were accommodating, and demonstrated great flexibility in a fast-paced industry.”
