• by Danielle Oster , Yesterday

C4 Energy parent company Nutrabolt is launching a C4 Local Legends platform with a commitment to financially support local sports teams.

Through the initiative, the brand is committing to donate $400,000 to local sports leagues, clubs and teams across the country this summer— and facilitating opportunities for athletes to develop their skillsets, train, and celebrate their accomplishments.

As part of the initiative, the brand is calling on athletes to nominate teams who will win funding to help cover costs related to equipment, travel, and registration fees. Teams selected for the opportunity will receive sponsorship packages that include: funding to support team needs like gear, transportation, and league fees; cans of C4 Energy beverages; and a variety of branded gear and coolers.

The effort also coincides with the launch of a zero-sugar Classic Lemonade Performance Energy flavor for the summer season. The new flavor will be available beginning June 20 on C4’s website, and on Amazon starting July 7.

The initiative ties into the brand’s marketing messaging focused on supporting athletes, and its National Science Foundation-backed (NSF) “Certified for Sport” designation, delineating products that don’t contain “unsafe levels of athletic banned substances.” C4 launched its  “Made for Athletes. Certified for Sport.” campaign back in March. The campaign included some star power in appearances from pro football stars Bijan Robinson, CJ Stroud, and Cam Ward,

“At C4, we believe greatness isn’t limited to pros and podiums. It also lives in pickup games, summer leagues, and early morning sessions when no one’s watching,” Craig Lyon, senior vice president of brand marketing for Nutrabolt, said in a statement. “From dedicated amateurs to elite athletes like Saquon Barkley, our mission is to fuel performance at every level. This initiative is about providing meaningful support to local legends, ensuring everyone has the opportunity to perform at their best all summer long.”