North American esports organisation Spacestation Gaming has partnered with fitness supplement company Bucked Up to launch its own energy drink brand called Big Game Energy.
Following another partnership with retail company Walmart, Big Game Energy will be distributed across its stores and online in the US.
Colten Hudson will lead the project as Big Game Energy’s Head of Business Development & Partnership. According to Hudson, the partnership is a result of a previous interest by Spacestation to sign an energy drink sponsor. Meanwhile, Bucked Up was also interested in entering the esports market.
According to the official press release, the fact that both companies are based in Utah also contributed to the deal being closed quickly.
Bucked Up will integrate the new product into the company’s current operations, which sees it being responsible for logistical and production errands like formulation, fulfilment and distribution. Spacestation Gaming will take control of marketing efforts, promoting the energy drink through content creation and brand activation across its channels.
Energy drinks and esports organisations have been in a long-lasting fruitful relationship. Traditional brands like Red Bull and Monster Energy have sponsored some major esports organisations and tournaments across the world for years. Meanwhile, products specifically targeting the gaming community have been developed before, such as Gamma Labs’ G FUEL and PepsiCo’s Dew AMP Game Fuel.
Besides Walmart, the product will be sold at nutritional supplements retailer Vitamin Shopee and on the energy drink’s own online shop.
Shawn Pellerin, CEO of Spacestation Gaming, commented on the launch: “We are excited to work with Bucked Up to launch our new brand of energy drink, focused around gamers and esports. We will continue to work with our teams, players and content creators to continue to develop the best energy drink product for gamers on the market.”
Other Spacestation Gaming partners include breakfast fast-food company Oats Overnight, Steelseries, Scuf Gaming, and Xidax.