The company's products are marketed as healthy, a strategy that the CEO credits the brand's success to.

In 2010, he agreed to extend a $3 million dollar credit line for an advertising campaign to promote Celsius's new products, but the money did not create the outcome expected.

As a stakeholder, he provided advice to the Celsius team and assisted with leadership changes in 2012 when the company was not meeting the expected business goals.

[15] Celsius Holdings partnered with Learfield, a collegiate sports marketing company, to form partnerships with college students.

[16] In January 2024, Celsius began partnering with college basketball basketball players JuJu Watkins, Jared McCain, Cody Williams, and Kwame Evans Jr..[17] "Celsius University" was created in 2022 as a student ambassador program, paying students to promote the product line on college campuses.

[18] Early in the company's history, it began sponsoring motorsports entries through series such as NASCAR and Formula One.

Celsius Holdings faced a lawsuit in 2021 with Tramar Lacel Dillard (Flo Rida) for a breach of contract when the company allegedly withheld details about revenue.