North American convenience store chain 7-Eleven has partnered with Psyonix to become an official sponsor of the North American Rocket League Championship Series (RLCS).
The partnership includes naming rights to a North American regional RLCS event — now named the 7-Eleven Slurpee Cup — set to take place online May 13th – 15th.
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The retailer will also collaborate with Rocket League to provide exclusive in-game 7-Eleven-themed customisation items that can only be accessed by purchasing Mountain Dew, Doritos and other select products at participating 7-Eleven Speedway and Stripes stores.
Moreover, 7-Eleven has renamed its Blue Raspberry Slurpee drink to Blue ROCKETBERRY for a limited time.
Phil Piliero, VP, Psyonix Co-Studio Head, spoke on the announcement: “Our collaboration with 7-Eleven is a first-of-its-kind for Rocket League and Psyonix, partnering with a retailer to offer our fans and theirs, unique content both in and out of the game.
“The colour-changing Rocket League Slurpee cup is one that I’m personally excited for, and I know our fans will love it as well as the Slurpee themed in-game customization items.”
The collaboration will also include a giveaway of a fan-customised Model 711 Ford Mustang vehicle. Fans will be able to choose the wrap and seat design, rim colour, as well as snack holders and custom grill for the car by voting on social media.
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Marissa Jarratt, 7-Eleven Chief Marketing Officer, commented: “7-Eleven’s social followers love sharing their ‘carfies’ with us (photos of their sweet rides in front of 7-Eleven stores) using the trending hashtag #CarsOf7Eleven and Slurpee-loving car enthusiasts have even organised unofficial car meetups in our parking lots across the country.
“So, it felt right to give car fans the chance to boost their ride in the Rocket League arena while also helping us design and potentially a Rocket League-inspired car IRL.”
Esports Insider says: 7-Eleven enters the industry with a multi-faceted partnership with Psyonix centred around activations in esports, within the game and in real life. Evidently, the deal has been carefully crafted to cover the entirety of the Rocket League’s audience.