Immortals and Mountain Dew Announce Partnership
By Nicholas Barth ·
The well known esports organization and beverage brand will be teaming up to produce content for both of their fanbases.
Immortals and Mountain Dew announced a new partnership today that sees the popular brand become the first-ever "Official Beverage" of the esports organization.
"This partnership represents the tip of the spear of what Immortals and Mountain Dew eneavor to accomplish together. We're incredibly excited about the brand's focus on content and activation, delivering real value to the current and future immortal fans through innovative asset creation and deployment. We're looking forward to releasing more details about what fans can look forward to in the next few months," said Immortals CEO Noah Whinston in a news release.
The two organizations are planning on creating and delivering an array of digital and live content with a strong focus on programming for Mountain Dew's Twitch channel. The beverage brand's esports events, which include the Dew Tour and Mountain Dew League, will heavily feature players from the many games that Immortals currently has players and teams competing in, such as DOTA 2, Super Smash Bros., Arena of Valor and Clash Royale.
Lionsgate, a major shareholder and strategic partner of Immortals, will also be collaborating with the two organizations to produce "several premium content initiatives and properties as part of the partnership, including a pilot for an unscripted esports series offering fans a behind-the-scenes look at Immortals and its players."
"PepsiCo's investment in esports exists to give both casual and professional gamers unique and entertaining experiences. Authenticity is key for us, especially with the core Dew millenial audience, and Immortals has repeatedly demonstrated a remarkable ability to connect honestly with millenial esports fans," said PepsiCo VP of Marketing, Global Flavors Manos Spanos. "They are an ideal partner as we seek out innovative ways to engage audiences around the world with unprecedented stories featuring Mountain Dew."
You can catch the beginning of the partnership in action on Mountain Dew's Twitch Channel from April 17th to the 19th, as Immortal's Super Smash Bros. players Dajuan "Shroomed" McDaniel and Jason "ANTi" Bates, and Dota 2 player Yong-min "Febby" Kim will be streaming on the channel showing off their skills in their respective games.
Interested in learning about more major partnerships in the esports industry? Check out our discussion with Counter Logic Gaming and Omen HP about their recently announced partnership.
(cover photo courtesy of Riot Games and Mountain Dew)