ESL Australia and Dare Iced Coffee extend partnership

ESL Australia, a regional division of esports tournament organiser ESL Gaming, has renewed and expanded the partnership with Australian iced coffee brand Dare Iced Coffee.

As a result, Dare has been named the official non-alcoholic beverage partner of ESL ANZ Champs and the League of Legends Circuit Oceania (LCO) for 2022.

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Image credit: ESL Gaming Australia / Dare

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According to the release, the partnership is set to last for at least 18 months. Dare and ESL Gaming first teamed up in 2019, when dare became the official iced coffee partner for ESL events in Australia. Dare is owned by Bega Dairy and Drinks, and produces a variety of coffee drinks for the Australian market. 

Sharon Winton, Marketing Director at Bega Dairy and Drinks, commented: “As a proud Aussie-owned and made brand, we’re excited to continue our partnership with ESL and switch on the minds of Australian gamers with Dare. Mental clarity is crucial for success in esports, which makes Dare Iced Coffee a natural fit, giving players the pick me up they need to compete at the highest level.”

Dare will sponsor a number of on-air segments, including ‘Dare moments’, ‘Dare MVPs’ and the ‘Dare Fan Vote’. Dare enlisted Publicis Sport & Entertainment in 2019 to help the brand broaden its target audience, which resulted in a long-term partnership with ESL Australia. The partnership was facilitated by Publicis’ media agency Starcom. Publicis will continue to manage Dare’s partnership with ESL.

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Starcom Client Services Director, Anna Camuglia, added: “Publicis Sport & Entertainment and Starcom have again worked together to evolve the partnership, ensuring we continue to create a value exchange with a priority growth audience for Dare”.

Esports Insider says: ESL Australia and Dare are broadening their partnership, and are building upon three years of cooperation. Dare is one of the more popular iced coffee brands in the region and the partnership with ESL surely helps grow its customer base. 

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