ESL Australia announces partnership with Dare Iced Coffee

06 August 2019


ESL Australia has announced a partnership with Dare Iced Coffee, a drinks brand owned by Lion Dairy & Drinks.

The deal will see the iced coffee brand act as the official drinks partner of the ESL AU & NZ Championship‘s second season in 2019.

ESL Australia Dare Iced Coffee
Photo credit: ESL Australia

Michael Evidis, Product Manager at ESL discussed the partnership in a release: “We’re excited to welcome a new brand like Dare Iced Coffee to the space, and look forward to showcasing ANZ’s top esports talent alongside the leading iced coffee around. Mental acuity is crucial for success as an esports pro, which makes Dare Iced Coffee a natural fit for esports. The brands backing of player MVP awards and showcasing the pinnacle of skillful plays across the season are fantastic ways to authentically engage with our audience.”

Dare Iced Coffee was brought in to ESL Australis by Publicis Groupe and will activate across ESL’s digital and social platforms. Exact details on activations have not been disclosed at the time of writing.

Anne Dowsley, Marketing Manager for Dare Iced Coffee at Lion Dairy & Drinks added: “Globally we’re seeing many other leading brands investing in esports, but locally here in Australia, it’s still a relatively new prospect. We’re excited to be able to spearhead the support and growth of esports in Australia. Dare Iced Coffee sees it as a way to reach a highly relevant and engaged audience in a way that is entirely aligned to the brand proposition of – A Dare Fix’ll Fix It, helping esports players and fans stay on their A-Game.”

ESL AU & NZ Championship takes place across three titles: Counter-Strike: Global Offensive, Dota 2, and PlayerUnknown’s Battlegrounds (PUBG). There are three online seasons and two live events over the course of a year with a total prize purse of  $60,000 AUD (£33,376.20).

Esports Insider says: There aren’t too many coffee partnerships in esports, with the likes of Starbucks and Madrinas also being involved in the industry. This seems like a decent fit for the two parties but seeing if Dare Iced Coffee stays beyond Season 2 is the real test as to whether it was deemed worthwhile for Lion Dairy & Drinks or otherwise.