North American esports organisation OpTic Gaming has announced dairy industry initiative Dairy MAX as its latest sponsor and official nutrition partner.
The deal will see OpTic’s social media channels promote content regarding the benefits of balanced nutrition with dairy products. Onsite events promoted by OpTic, alongside other scholastic events, will also feature activations with Dairy MAX.
Dairy MAX is a non-profit organisation formed by regional dairy councils in America. It represents over 900 dairy farmers and serves communities in eight states in the U.S. The company seeks to promote the consumption of dairy products throughout the local market.
Although these kinds of partnerships seem unusual in esports, it is not the only dairy-based activation to take place within the industry. In May, North American organisation Version1 announced Undeniably Dairy as a partner of its Rocket League team.
This is not even Dairy MAX’s first step in the esports industry as it also holds a partnership with Complexity Gaming since 2021. Mike Konkle, CEO of Dairy MAX, explained the importance of connecting with esports: “We know that 96% of Gen Z in the U.S. plays video games, we need to meet them where they are.”
Dairy MAX’s sponsorship was revealed during ‘sour’ days for OpTic. Despite excellent results achieved in VALORANT, the organisation was left out of the list of partnered teams for Riot Games’ VALORANT Champions Tour.
Erin Schendle, SVP, Sales and Partnerships at OpTic, commented on the new collaboration: “Launching a partnership with Dairy MAX is a fantastic way to promote the importance we place on the health of our professional players, and we look forward to engaging with the community to bring nutrition and the value of dairy in a healthy diet into conversations around gaming.”
