If you spend any amount of time browsing convenience stores and gas stations, you’ve likely noticed that there’s a new energy drink on offer. Celsius, which is distributed by PepsiCo, expanded into the Canadian market last month. And already, the new drink is making friends.

Last season, Celsius – which sports a more fruit-forward appearance than your Monsters and Rockstars – signed on as a U.S.-only sponsor of the Major League Soccer. And now that the drink is available in Canada, Celsius has added marketing rights to Canada to its sponsorship deal for the 2024 season.

As part of the deal, it will activate across MLS games, and at the All-Star game in Columbus, OH, in July. The brand will also activate in select Walmarts and Sam’s Clubs, in the States. For the next three years, as the presenting partner of extra time for both the first and second halves, Celsius will gain branding on LED boards and on the fourth official’s substitution and stoppage time announcement board.

The connection between sports and energy drinks is time tested, but Celsius EVP of marketing, Kyle Watson sees the brands sponsorship of MLS a little differently. “What is interesting about our brand is that we’ve maintained that credibility around fitness,” Watson said. “We initially launched in gyms and sports nutrition versus launching in convenience stores where the category really had a lot of its bearings, so I think that’s something that differentiates us.”