ESL Premiership adds Beyond NRG as latest partner

ESL UK has welcomed UK energy drink brand Beyond NRG as the latest sponsor of its domestic esports competition, the ESL Premiership

As a part of the deal, Beyond NRG will become an official partner of the ESL Premiership for the upcoming spring season across all titles, starting with the launch of its CS:GO variant on March 1st. 

Credit: ESL UK

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Beyond NRG will also present the ‘Clutch Moment’, a new tournament mechanic aiming to highlight the individual capabilities of players. The feature will supposedly track and celebrate players who create ‘Clutch Moments’ in official competitions, with the clips highlighted across ESL Premiership broadcasts and ESL UK’s social media channels. 

Billy Webb, CEO of Beyond NRG commented: “We are really excited to kickstart the season with ESL, as supporting British esports is at the heart of our mission here at Beyond.

“We can’t wait to prove ourselves in the industry as the drink that genuinely helps people compete, whilst putting nutrition at the forefront of gamers minds. Our formula is something we worked on for over 18 months, tried and tested in in-game competitive situations. Now is the time for the world to experience what we have worked so hard on.” 

In addition to its Clutch Moment activation, fans of the ESL Premiership will be able to access discounts on Beyond NRG products by tuning into the broadcast for exclusive codes.

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Since its launch in 2020, Beyond NRG has secured partnerships with Warner Bros Games and esports organisation Endpoint. This is the brand’s first sponsorship of a domestic competitive scene.

Dan Ellis, Partnerships Director at ESL UK added: “This partnership comes at a time where there’s renewed focus on professionalising the health and nutritional options for the industry. From the off, Beyond has approached local esports with an open mind and a fresh enthusiasm to help move these players forward through the path-to-pro system.” 

Esports Insider says: Despite the firm’s relatively short time of existence, a fine choice of partners and the ‘Clutch Moment’ initiative show Beyond NRG’s understanding of the esports industry. Moreover, it’s good to see ESL UK promote a local company alongside adding another commercial partner to its list of sponsors.