paiN Gaming, a leading esports team in Brazil, has announced a new partnership with global beverage giant Coca-Cola.
Coca-Cola will work exclusively with the paiN Gaming League of Legends team which plays in the Brazilian League of Legends Championships (CBLoL).
The deal with paiN Gaming is for an initial six months, with Coca-Cola featuring prominently on the team’s new jersey for the CBLoL Winter Split. The agreement does have an option for renewal, so could follow on to the 2020 season.
Coca-Cola is no stranger to esports, in February this year, they announced a major partnership with the Overwatch League to become the exclusive non-alcoholic beverage of the league. The deal was major because it gave Coca-Cola exclusive rights to the OWL IP, meaning they had exclusivity with all 20 franchises in the Overwatch League.
Coca-Cola has also been involved with League of Legends in 2016 and EA’s FIFA esports through 2017 & 2018.
Coca-Cola will join the likes of Vertagear, SanDisk, Razer, Trident, 5Star, WD_Black, PicPay and Samsung Notebook Odyssey in sponsoring the Brazilian giants.
Esports Insider says: paiN Gaming is a big deal in Brazil, and Coca-Cola is the most recognised brand in the world. With paiN preparing for the 2019 Winter Split starting June 1st, this is precisely the boost a team would need going into it. We doubt this is the first we hear of Coca-Cola & esports together in 2019 as we’d expect the brand to continue to tap into the youth market.