Sydney, Australia – Today ESL Australia, local division of the world’s largest esports company, announced a renewed and expanded partnership with Australia’s leading Iced Coffee brand, Dare, which will see Dare become the official non-alcoholic beverage partner of the ESL ANZ Champs and LCO. The partnership has been signed for a duration of 18 months, which will see Dare Iced Coffee feature prominently across Australia & New Zealand’s biggest esports leagues through to 2023.
Dare have been strong supporters of Australian & New Zealand esports for years, after first partnering on the ESL ANZ Champs in 2019. The extension of this partnership through to the middle of 2023 comes after another successful year as official iced coffee for the ESL ANZ Champs in 2021. As part of the partnership, fans of the LCO and ANZ Champs can expect to see Dare moments throughout the broadcasts, with Dare MVPs appearing after each match. Additionally, fans will have the chance to interact and vote for the Dare Fan Vote during broadcasts on Twitch.tv.
Graeme Du Toit, commercial lead, LCO, said: “We’re very excited to welcome Dare Iced Coffee back on board the ANZ Champs, and expand onto the LCO as it continues to grow as one of the most-watched esports leagues in the Oceanic region. Dare are one of the longest running supporters of esports in Australia, and I know how passionately they support competitive gaming. I’m happy to get to expand that support to the LCO, and showcase Dare’s support to Oceanic League of Legends fans.”
The partnership will be managed by Publicis Sport & Entertainment who were first enlisted by Dare Iced Coffee three years ago, with the aim of broadening the brand’s target audience from esports fans to also capturing casual gaming fans – collaborating with Publicis media agency Starcom. Starcom Client Services Director, Anna Camuglia, said: “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”.
“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,” says Sharon Winton, Marketing Director at Bega Dairy and Drinks. “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. This partnership takes us to where our fans are, and where Dare’s real coffee kick really makes a difference.”
Visit lco.gg/dareicedcoffee for more information, and follow @ESLAustralia for more information.
ESL, a part of the international digital entertainment group MTG, is the world’s largest esports company, leading the industry across the most popular video games with numerous online and offline competitions. It operates high profile, branded international and national leagues and tournaments such as the Intel® Extreme Masters, ESL One, ESL National Championships and other top tier stadium-size events, as well as grassroots amateur cups, leagues and matchmaking systems. ESL covers a broad field of services in gaming technology, event management, advertising and television production, fully catering to the needs of the esports ecosystem. With offices in North America, Germany, France, Poland, Spain, China, and partners in many other countries, it has a truly global footprint (www.eslgaming.com).