Esports event organiser and production company BLAST has announced a partnership with three alcoholic beverage brands: Absolut Vodka, Ballantine’s Scotch, and Jameson Irish Whiskey ahead of the upcoming BLAST.tv Paris Major 2023.
The partnership will see the three brands create fan and staff activations during the Paris Major, both in the physical and virtual space.
This is the first-ever esports partnership for the three brands, owned by Pernod Ricard, a French conglomerate specialising in the production of spirits and wine. Apart from the three mentioned brands, Pernod is behind Chivas Regal, Havana Club and The Glenlivet.
The partnerships make for a rare occasion in esports, especially when it comes to spirits and hard liquor. Beer brands such as Bud Light and Heineken have already entered the esports industry, but this partnership is one of the first times a whiskey and vodka brand partnered with a high-profile esports brand.
Interestingly, the companies did not mention that alcoholic beverages will be offered during the event. Instead, the partnership will be based on activations during the tournament, watch party activations in multiple markets, digital branding, broadcast content integration and social giveaways.
It’s possible that alcoholic brands may be offered to visitors as part of these experiences or activations, but the companies did not explicitly note that.
Tom Elton, Ballantine’s Global Head of Culture & Partnerships, on behalf of Absolut, Ballantine’s, and Jameson, commented: “Our brands are all about the shared moments in life, and with esports at the center of new communities across the globe, we are delighted to announce Absolut, Ballantine’s, and Jameson’s partnership with the BLAST.tv Paris Major 2023. With online gaming continuing to grow in popularity, we’re also thrilled that this championship will take place in Pernod Ricard’s home country of France.”
The BLAST.tv Paris Major is set to take place in May 2023 in the Accor Arena, known for being the venue for the Paris Masters tennis tournament. The tournament will be the last-ever CS:GO Major and will be available in more than 100 territories and 24 languages.
