ESL appoints MTN DEW AMP GAME FUEL as beverage partner

ESL has appointed PepsiCo brand MTN DEW AMP GAME FUEL as its official global beverage partner for IEM and ESL One events, as well as its CS:GO Pro League.

The two-year deal kicked off at ESL One Katowice earlier this year in February.

Logo credits: ESL, MTN DEW AMP

The partnership also includes the launch of a post-match broadcast segment, ‘MTN DEW AMP GAME FUEL Power Plays’. The analytical segment will take place after each and every CS:GO and Dota 2 semifinal and final match, as well as throughout the regular season of the Pro League.

Paul Brewer, Senior Vice President of Brand Partnerships at ESL North America commented on the deal: “We have a deep-rooted, collaborative relationship with Mountain Dew and adding MTN DEW AMP GAME FUEL, a drink designed for gaming, as our Official Global Beverage Partner is a natural fit. Building on our joint success, product integration and custom content will create new ways for us to engage fans all over the world.”

ESL and Mountain Dew are currently partnered for the Mountain Dew League (MDL), which launched its ninth season last month. MDL will now be powered by MTN DEW AMP GAME FUEL and will have three seasons across North America, Europe, and Australia.

Mountain Dew first launched MTN DEW AMP GAME FUEL back in December 2018 where both the Call of Duty World League (CWL) and North American organisation OpTic Gaming were named as partners. Additionally, Immortals Gaming Club recently renewed its partnership with the drink brand for another year to cover both Immortals and MIBR.

Esports Insider says: With a successful existing partnership already in full swing, it was only natural that PepsiCo would want to push the brand further. With this announcement, MTN DEW AMP GAME FUEL is slowly becoming a staple drink brand within the esports world, along with the likes of Red Bull and Monster Energy.