TNL eSports Brand Tracker 022: Pepsi Adrenaline Rush and Virtus.Pro

TNL ESPORTS BRAND TRACKER 022: PEPSI ADRENALINE RUSH AND VIRTUS PRO

Roman Dvoryankin (GM, Virtus.pro) and Anatoly Gordeev (Pepsi, Director of Marketing: Energy Drinks) (Photo: Virtus.pro)

Roman Dvoryankin (GM, Virtus.pro) and Anatoly Gordeev (Pepsi, Director of Marketing: Energy Drinks) (Photo: Virtus.pro)

TNL Take: Normally energy drinks (Red Bull, Monster) have been excluded as they've been in the "Endemic" category since starting TNL Brand Tracker. However this deal is unique for a few reasons.

First the deal itself: Pepsi's Adrenaline Rush brand signed a partnership with ESforce Holding, which owns Russian eSports team Virtus.pro.  The 1-year deal includes the usual jersey logo across their teams and athletes in Counter-Strike, League of Legends, Hearthstone and Dota 2.

Adrenaline Rush Gamer Branded Drink (Photo: Adrenaline Rush)

Adrenaline Rush Gamer Branded Drink (Photo: Adrenaline Rush)

Virtus.pro will also provide content marketing for both the team's and Adrenaline Rush's social channels as well as participate in brand marketing events. 

Here's why this particular deal is interesting:

  • Adrenaline Rush has been moving heavily into eSports recently: In 2016, the brand organized the nationwide Adrenaline Open Cyber Cup as well as the Adrenaline Cyber League for Pro's. 
Adrenaline Cyber League (Photo: Adrenaline Rush)

Adrenaline Cyber League (Photo: Adrenaline Rush)

  • It also has Brand targeted specifically to Gamers and eSports fans called Adrenaline Game Fuel
  • Pepsi's continues its support of eSports across a wide variety of products and sponsorships of teams, leagues, and events - more on this Soon™
  • The biggest one: Recently Red Bull announced their own League of Legends Challenger team.  Red Bull also sponsors different eSports teams as well as individual Athletes. What happens if hypothetically League of Legends announces that Monster Energy is the official league drink? What happens to the Red Bull team? What happens to Red Bull's eSports team deals? What happens to this deal with Virtus.pro?

 

As eSports league's become more formalized and start to slowly resemble traditional sports infrastructure, brand deals and revenue sharing will soon start becoming a bigger part of the conversation.

TNL eSports Brand Tracker 039: GEICO and Team SoloMid

TNL ESPORTS BRAND TRACKER 039: GEICO

Geico eSports Web Series Featuring TSM (Photo: Geico)

TNL Take: I’m a huge fan of GEICO.

GEICO's creative is just amazing because they do the one thing that most Brands are afraid of:

Take Risk.

Who would have guessed a camel talking about Hump Day on a Wednesday would be shared almost 4M times making it GEICO's most viral video?

Ice-T at a Lemonade stand? Genius.

GEICO has supported top North American eSports team Team SoloMid (TSM) for over a year now and looks like their partnership has been renewed.

Over the past month, GEICO has released a Web series exclusively dedicated to their TSM Sponsorship.

And true to GEICO's form - they're hilarious.

Not only is GEICO looking to be included in the 2016 TNL Top 5 Brands; checking the current TNL eSports Brand Tracker which hit 040, Geico is currently the only Insurance Brand to invest in eSports.

The 2016 US Market for Auto Insurance alone is a quarter Trillion dollars.

GEICO is planting an early leadership stake in eSports.