Gaming supplement brand XP Sports has partnered with North American organisation Lazarus Esports, a property of Tiidal Gaming.
The two-year deal will see XP Sports sponsor events and players under Lazarus’ banner.
XP Sports is marketed to gamers, with the company’s website states that “watered-down pre-workout or crash-inducing caffeine” isn’t fulfilling gamers’ needs – this is where it sees it products fitting in. It’ll release powder, gummies, and a tablet supplement in “Summer 2020”.
Charlie Watson, CEO of Tiidal Gaming Group, spoke on the partnership in a release: “We are pleased to partner with XP Sports as they look to enter the esports market through Team Lazarus. XP was looking for a Canadian gaming partner that would enable them to market their world class energy supplement brand to a growing and younger demographic.
“After careful review, XP decided to work with the number one ranked esports team in Canada on growing activations and creating content to assist them with raising awareness around their leading supplement brand.”
XP Sports joins peripherals manufacturer Logitech G, apparel manufacturer META Threads, agency Charlie, Lambton College, and SheIS on Lazarus’ roster of partners.
Barry Alexander, Senior Director of Marketing at Iovate Health Science, also spoke on the deal: “Capturing the attention of this audience is becoming increasingly challenging, but the team at Lazarus provides a unique way for us to generate the attention of this growing demographic. We could not be more excited to partner with and leverage the extensive Lazarus network to enable the growth of our brand.
Esports Insider says: Joining forces with Lazarus looks to be a good starting point for XP Sports considering both parties are based in Canada. With plenty of other supplement brands with a gaming focus already in the market, there’s a definite challenge ahead of XP.