Celsius ×
FCM Podcast on DR Sports
5 weekly shows. 65 branded posts. 1.4M views. One energy drink brand slid into the FCM Podcast in a way that made sense to football fans.
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Celsius energy drink launched in the UK in February 2025 with four sugar-free flavors (Cosmic Vibe, Fantasy Vibe, Sunset Vibe, and Peach Vibe) available at Tesco Express, selected Pure Gyms, and Amazon. The brand partnered with DR Sports’ FCM Podcast to announce the launch through a five-week sponsorship that embedded Celsius into the weekly football conversation.
FCM is a live football culture podcast hosted by Fuad, Cams, and Mayowa, covering Premier League drama, player debates, and fan reactions. Across five weekly episodes (plus one bonus show), Celsius became part of the studio setup, the segment structure, and the short-form content engine that followed each live broadcast.
Celsius needed to announce its UK launch to a young, active, football-first audience without feeling forced or out of place in a format built around authentic football debate. The brand positioning around fitness, energy, and lifestyle needed to connect with an audience tuned in for match analysis and banter, not product pitches.
The integration had to feel natural enough that the live audience engaged with the CTAs, the hosts referenced the brand organically, and the short-form clips drove awareness without disrupting the content fans came for.
The Activation
Inside the Studio. Across the Feed.
Each FCM episode opened with a live ad read from the hosts, introducing Celsius as the new energy drink available in the UK and driving viewers to Amazon with exclusive live-viewer-only discount codes. Cases and cans sat on-set throughout, visible in every wide shot and in the hosts’ hands during the broadcast. The Celsius Player of the Match segment became a weekly feature, with the hosts debating standout performances and awarding the Celsius-branded title to the episode’s top player.
Every long-form YouTube episode was cut into a minimum of two short-form clips per platform, optimized for Instagram Reels, TikTok, YouTube Shorts, Facebook, and X. Each clip carried Celsius branding in the captions, tagged the brand, and included CTAs directing viewers to Amazon or the full episode. A 7-15 second creative pre-roll played at the beginning of each sponsored episode, highlighting the products, CTAs, and energy messaging in a fast-cut editorial style.
The tracked link appeared in the top line of every YouTube video description, pinned in the live chat during broadcasts, and locked in the comments section post-show. Logo overlays and CTA pop-ups appeared sporadically during the episodes, reinforcing the brand without overwhelming the content. Instagram Stories tagged Celsius alongside every episode drop, extending the campaign’s reach beyond the long-form and short-form posts.
The Result
The Numbers That Delivered
Across five platforms and six weeks of continuous publishing, the campaign delivered consistent reach and engagement through 65 branded posts built around five weekly FCM episodes.
1.4M+
Total Video Views
YouTube, Instagram, TikTok, Facebook, X
71.4K+
Total Engagements
Across all platforms
£5.68
CPM
£8K
investment
£0.11
Cost Per Engagement
Against £8K investment
3.6M+
Minutes Watched
YouTube watch time
95K
Top Single Post
Spurs Big Six, TikTok
YouTube
305K
Views
3.75%
Avg. Eng. Rate
Instagram
421K
Plays + Story Impr.
7.71%
Avg. Eng. Rate
TikTok
372K
Views
7.74%
Avg. Eng. Rate
Facebook
232K
Plays
2.52%
Avg. Eng. Rate X
218K
Impressions
0.95%
Avg. Eng. Rate
why it worked
The campaign worked because Celsius became part of the show’s DNA, not a sponsor bolted on afterward. Every piece of content tied to live Premier League drama meant the brand appeared inside moments fans were already searching for. Each weekly episode generated 10+ short-form assets across five platforms, turning one shoot into continuous branded touchpoints. The Celsius Player of the Match segment, on-set product placement, and live reads felt native because they were built into the format from day one. The £8,000 investment delivered 1.4M views at a £5.68 CPM, proving the efficiency of embedding a lifestyle brand inside authentic football culture content.
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