A South Florida jury has awarded hip-hop artist Flo Rida, whose real name is Tramar Dillard, a staggering 82.6 million dollars (£67 million) after finding that Celsius energy drinks breached their contract and attempted to hide money from him. The verdict stems from a lawsuit filed by Dillard and his production company, Strong Arm Productions, against Boca Raton-based Celsius Holdings in May 2021. The complaint alleged that Celsius failed to meet its obligations under an endorsement deal that Dillard claimed he had helped shape.
As the face of Celsius, Dillard played an instrumental role in launching a new era for the company’s brand development, growth, and expansion. During his four-year partnership with the company, he introduced Celsius to millions around the world, and his involvement helped propel the brand to success. The partnership was marked by significant milestones, including the introduction of new products such as a powder product and Celsius Heat, a line of energy drinks.
Dillard and his lawyers argued that the contract outlined specific benchmarks that entitled him to 1% ownership in the company. However, Celsius contested these claims, insisting that the brand’s success was driven by factors beyond Dillard’s involvement. The jury ultimately sided with Dillard, finding that Celsius had indeed breached their contract and tried to hide money from him.
Flo Rida (Via Flo Rida/Twitter)
In a statement, Dillard expressed his disappointment and frustration at the company’s actions. “I helped birth this company, and all we were looking for was some trustworthy people who acted as if they were family,” he said. “And then when it comes down to the success of today, they just forgot about me.” Dillard’s lawyer, John Uustal, echoed these sentiments, stating that his client had been instrumental in Celsius’s success and was simply seeking the 1% ownership he was promised.
Despite the significant award, Dillard has indicated that he is willing to put the legal battle behind him and work with Celsius again in the future. “I’m still an owner in the company,” he said. “And when you basically planted the seed for something that is successful, you can’t help but have unconditional love.” It remains to be seen if Celsius will appeal the verdict, but Dillard has made it clear that he is committed to moving forward and putting this chapter behind him.
Throughout the ordeal, Dillard has maintained his enthusiasm for Celsius products, stating that he continues to drink them and even owns stock in the company. His dedication to the brand has not wavered, and he has expressed his desire to continue building on the foundation he helped establish. As the dust settles on this high-profile legal battle, it is clear that Dillard’s efforts were instrumental in Celsius’s success, and his reward reflects his crucial role in the company’s growth.
