Energy drink brand Celsius today revealed Jake Paul as its newest brand ambassador—effectively pitting Paul, and Celsius itself, against Paul’s brother, Logan, and his own burgeoning energy drink brand.
Jake Paul, the social media influencer and boxer, is the latest addition to Celsius’ existing network of athletes who serve as ambassadors for the brand, which includes Olympic snowboarder Shaun White and mixed martial artist Dustin Poirier. Paul will kick off the partnership with Celsius during a boxing match on Sunday against Tommy Fury—the half-brother of renowned boxer Tyson Fury—where he will don Celsius’ logo. Paul brought a can of the energy drink to a Thursday press conference about the upcoming match, prior to the official announcement of his partnership with Celsius.
He will also represent the brand as he debuts his new career as a mixed martial artist in the Professional Fighters League; Celsius became the energy drink sponsor of the league in November.