North American esports organisation Version1 has announced dairy industry initiative Undeniably Dairy as the Official Nutrition Partner of its Rocket League team.
The deal covers the Rocket League Championship Series (RLCS) Spring Split, which ends on July 3rd with the Spring Major to be held in London.
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Undeniably Dairy is an initiative organized by the US dairy industry to highlight the nutritional value of dairy and the role played by dairy products in modern lifestyles, the companies said.
The deal is an effort by Undeniably Dairy, created by Dairy Management Inc. (DMI), and the Innovation Center for U.S. Dairy, to promote and educate consumers about dairy products, and specifically to reach Generation Z.
Undeniably Dairy joins eFuse, Scuff Gaming and gaming furniture manufacturer Respawn as Version1 Rocket League partners.
Undeniably Dairy will have its brand displayed on Version1 Rocket League team jerseys and on social media and streaming assets.
Content looking to “raise awareness with gamer audiences about the role of nutrition in health and wellness,”is also underway, including a video series with Version1 Rocket League player Robert ‘Comm’ Kyser cooking with dairy products.
Molly Pelzer, Chief Executive Officer at Midwest Dairy, said in a release: “Our dairy farm families representing Undeniably Dairy are thrilled to be working with Version1 to let gamers know how easy it can be to fuel their fun through delicious choices like yogurt smoothies, a variety of cheeses, or a simple glass of chocolate milk after a workout.”
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For Brett Diamond, Chief Operating Officer at Version1, Rocket League “is a perfect fit for the Undeniably Dairy campaign. It attracts young fans and is a great entry point into esports for all ages. The matches are easy to follow, and it’s an incredibly fun game to watch. Rocket League provides unique engagement opportunities for brands to take an advantageous position as esports continues to grow and expand.”
Esports Insider says: It is always interesting when a non-endemic brand invests in esports, but it is even more interesting when the company comes straight out of left-field — like the dairy industry. The need to reach new audiences and for engaging younger customers is becoming an enticing proposition for everyone, even for milk producers, and esports is ‘undeniably’ one of the best paths to make it.