C4 Energy® Expands Global Basketball Presence with Canada Basketball Partnership

Nutrabolt, owner of C4 Energy®, a globally recognized energy brand built to fuel sport, fitness and active lifestyles, today announced it has been named the official energy drink partner of Canada Basketball. This partnership reflects C4’s continued investment in basketball and its strategy to connect with the next generation of athletes and fans through the game.

“Basketball is one of the most dynamic and globally influential sports today,” said Justin Becker, Nutrabolt SVP, Canada & LAPAC. “Expanding our partnerships across North America reflects both the growth of the game and the growth of C4. We’re building a scalable global presence that connects performance-driven energy with the athletes, fans and communities shaping the future of basketball.”

As the official energy drink partner of Canada Basketball, C4 Energy will deliver courtside visibility at games and create opportunities for fan engagement through sampling programs and local collaborations that celebrate the energy and culture of the sport. These efforts position C4 to deepen its presence in one of basketball’s fastest-growing markets while driving meaningful connections on and off the court and aligning with one of the world’s top-performing international basketball programs.

“Canada Basketball is experiencing tremendous momentum, from the continued growth of the sport nationwide to the success of our age group and national teams on the global stage,” said Stephanie Withall, Vice President of Business & Marketing Operations at Canada Basketball. “We’re proud to welcome C4 Energy as a partner that shares our commitment to growth, innovation, and deepening our connection with basketball fans across Canada.”

Additionally, all Canada Basketball athletes and stakeholders aged 18 and older will have access to C4 Energy beverages off the court. By putting C4 directly in the hands of Canada’s top basketball talent, the brand continues its commitment to supporting elite athletes with the energy and focus they need to compete at the highest level.

C4 Energy beverages are formulated with high-quality ingredients and are NSF Certified for Sport®, ensuring athletes and fans can enjoy them confidently whether on the court or in the stands.

As basketball’s global influence continues to grow, C4 will continue to strengthen its presencewithin basketball through upcoming collaborations and by supporting the athletes, fans and culture that power the game.

About Nutrabolt:

Nutrabolt is a fast-growing, global active health and wellness company with a portfolio of market-leading, performance-oriented brands that energize and fuel active lifestyles. The company’s disruptive and innovative products compete in the Functional Beverage and Active Nutrition categories under four consumer-loved brands: C4® (one of the fastest-growing energy drink brands in the United States and the #1 global pre-workout brand), XTEND® (America’s #1 BCAA brand), Cellucor® (an award-winning sports nutrition brand created in 2002), and Bloom® (a leading wellness brand offering approachable, high-quality supplements and functional beverages for everyday consumers).

Since its founding over 20 years ago, Nutrabolt’s mission has been to meet the discerning needs of performance athletes and fitness enthusiasts—while empowering a broader community of consumers around the world who are making healthy, active living a daily priority.

Nutrabolt’s portfolio is distributed in more than 125 countries and available through company-owned DTC platforms, Amazon, and other leading online marketplaces, as well as top U.S. retailers including Walmart, Target, 7-Eleven, Walgreens, Kroger, H-E-B, Wawa, Publix, GNC, and The Vitamin Shoppe.

For more information, please visit nutrabolt.com and follow @C4Energy, @Cellucor, @Xtend, and @Bloomsupps on social media.

About Canada Basketball

Canada Basketball is the national governing body for the sport, recognized by the International Basketball Federation (FIBA) and the Government of Canada. A not-for-profit organization, Canada Basketball leads the growth and development of the game at all levels, from grassroots participation to high performance international competition, including the development of athletes, coaches, and officials across the country, in alignment with its provincial and territorial sport organizations. The organization strives for excellence on the world stage while serving the best interests of Canada by making basketball safer, more accessible, more equitable, and more impactful in communities coast-to-coast-to-coast. Canada’s Senior Women’s, Men’s, and 3x3 National Teams, along with its age-group programs, proudly represent the nation in international play, competing with the best in the world.