American energy drink brand Monster Energy has expanded and extended its partnership with tournament organiser ESL Gaming.
According to the release, the new partnership is a multi-year deal and will include support for mobile esports and gaming, a first for Monster Energy. Financial details of the partnership were not disclosed. Moreover, Monster Energy will continue to be a partner of ESL’s PC game events.
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ESL and Monster’s new partnership mostly includes the new Snapdragon Pro League, a mobile esports tournament that is to replace former ESL mobile esports efforts. Monster Energy will also continue to be a sponsor of the CS:GO Hub, an analytics platform owned by ESL Gaming.
ESL Gaming Co-CEO, Craig Levine, commented:” We are thrilled to expand our portfolio partnership with Monster Energy. Their ongoing commitment makes them a leading supporter of global esports and helps us to continue delighting fans across our array of world-class titles.
“No other portfolio offers the same breadth and dynamism, providing an unmatched opportunity for brands to connect with the diverse esports and gaming communities across the globe.”
ESL Gaming and Monster Energy signed a global partnership in 2021, with the brand being a partner of DreamHack events since 2014. Monster has also teamed up with a number of student esports initiatives, such as the NSE and CSL Esports.
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Monster Energy CMO, Dan McHugh, added: “Our partnership with DreamHack, and now ESL Gaming, makes this one of the longest and most successful partnerships within the esports and gaming industry. Just as we have grown many of our other major partnerships, so too will we continue to foster and grow top-tier esports tournaments, mobile esports, DreamHack festivals, and even retail partners. “
Esports Insider says: Monster Energy and ESL continue to enhance its partnership by including more and more events and games. Being an energy drink brand, Monster Energy targets the gaming audience and is one of the more ‘natural’ fits for ESL Gaming. As such, this partnership extension and expansion is a very logical step for both parties.