Celsius advertising spend, FY2025
Celsius (CELH) reported $319M of advertising expense for the fiscal year ended Dec 31, 2025. That is 12.7% of revenue of $2.5B. Up 43.9% from FY2024.
Key facts
- FY2025 is the highest year on file, going back to FY2015.
- Largest increase +158.5% in FY2021; largest cut -42.8% in FY2019.
- Ad spend has risen 6 years in a row.
- Ad spend is 12.7% of revenue, up from 10.9% in FY2020.
- Celsius spends more on advertising than 51% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.4x the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $319M | +43.9% | $2.5B | 12.7% | MarketingAndAdvertisingExpense | 10-K Mar 2, 2026 |
| FY2024 | Dec 31, 2024 | $222M | +38.5% | $1.4B | 16.3% | MarketingAndAdvertisingExpense | 10-K Mar 2, 2026 |
| FY2023 | Dec 31, 2023 | $160M | +88.0% | $1.3B | 12.1% | AdvertisingExpense | 10-K Feb 29, 2024 |
| FY2022 | Dec 31, 2022 | $85.1M | +131.9% | $654M | 13.0% | AdvertisingExpense | 10-K Feb 29, 2024 |
| FY2021 | Dec 31, 2021 | $36.7M | +158.5% | $314M | 11.7% | AdvertisingExpense | 10-K Feb 29, 2024 |
| FY2020 | Dec 31, 2020 | $14.2M | +79.7% | $131M | 10.9% | AdvertisingExpense | 10-K/A Apr 19, 2023 |
| FY2019 | Dec 31, 2019 | $7.9M | -42.8% | $75.1M | 10.5% | AdvertisingExpense | 10-K/A May 13, 2021 |
| FY2018 | Dec 31, 2018 | $13.8M | +102.9% | $52.6M | 26.2% | AdvertisingExpense | 10-K/A May 13, 2021 |
| FY2017 | Dec 31, 2017 | $6.8M | +58.1% | $36.2M | 18.8% | AdvertisingExpense | 10-K Mar 14, 2019 |
| FY2016 | Dec 31, 2016 | $4.3M | +34.4% | n/a | n/a | AdvertisingExpense | 10-K Mar 8, 2018 |
| FY2015 | Dec 31, 2015 | $3.2M | n/a | n/a | n/a | AdvertisingExpense | 10-K Mar 30, 2017 |
What the figure is
Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.
Earlier years use a different tag. The Tag column above shows which one applies to each year.
Compared with similar spenders
The 6 companies closest to Celsius in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 163 | People Inc. | $328M | 13.7% | +3.3% | FY2025 |
| 164 | Celsius | $319M | 12.7% | +43.9% | FY2025 |
| 165 | Hasbro | $317M | 5.9% | -0.8% | FY2025 |
| 166 | Elanco Animal Health | $314M | 6.7% | +33.1% | FY2025 |
| 167 | Teva Pharmaceutical | $309M | 1.8% | +19.3% | FY2025 |
| 168 | Abercrombie & Fitch | $308M | 5.9% | +13.9% | FY2026 |
| 169 | Zoetis | $308M | 3.3% | +2.0% | FY2025 |
Full ranking of 336 companies · Biggest increases #30 · Up 5+ years in a row #23
Questions
How much does Celsius spend on advertising?
Celsius spent $319M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Mar 2, 2026.
What percentage of revenue does Celsius spend on advertising?
12.7% of revenue in fiscal 2025 ($319M of $2.5B). The median across the 336 companies tracked is 5.2%.
Is Celsius spending more on advertising?
Yes. Ad spend rose 43.9% in fiscal 2025 from fiscal 2024. It has risen 6 years in a row.
How does Celsius rank by advertising spend?
#164 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Celsius's advertising figure include?
Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.
Source
- Filing
- 10-K for FY2025, filed Mar 2, 2026
- Accession number
0001341766-26-000024- Company
- Celsius Holdings, Inc., CIK 1341766, SIC 2086 (Bottled & Canned Soft Drinks & Carbonated Waters)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Celsius advertising spend, FY2015-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 2, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/celsius-holdings/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies