TNL Esports Brand Tracker 002: Coca-Cola

TNL Take: Coca-Cola continues its tradition of esports brand integration by working again with publishers and theaters to hold viewing parties. They have previously done this for the League of Legends Finals and the Overwatch launch.

This year Coca-Cola partnered with publisher Hi-Rez Studios for the Smite 2018 Championship which occurred this past Sunday.

Coca-Cola Smite Viewing Party (Photo: Regal Cinemas)

Coca-Cola Smite Viewing Party (Photo: Regal Cinemas)

Two interesting points on this partnership. Previously, there had been a minimum number of tickets that needed to be purchased for the esports event to happen. After checking a few of the theaters, this requirement has been removed for the Smite Championship.

Second, the swag that was given out previously were branded cups or thundersticks.

Cups.jpeg

For this partnership, Coca-Cola and Hi-Rez will be giving out thundersticks in addition to exclusive digital items that were given to those that attended Hi-Rez's expo last week. This is super smart to include the same exclusive items for those that weren't able to travel to the expo.

I'd expect going forward, Coca-Cola and their publisher partners will continue to push both physical and digital goods with their their viewing parties.

TNL eSports Brand Tracker 041: Coca-Cola and League of Legends

TNL ESPORTS BRAND TRACKER 041: Coca-Cola

TNL eSports Brand Tracker 041: Coca-Cola (Photo: Coca-Cola)

TNL eSports Brand Tracker 041: Coca-Cola (Photo: Coca-Cola)

TNL Take: After Coca-Cola’s most recent partnership with ESWC in France - which was just bought - their next Sponsorship is back with one of their original eSports partners, Riot and League of Legends.

Somewhat similar to Coca-Cola’s deal with Blizzard for the Overwatch launch, fans will be able to watch the 2016 League of Legends Finals in theaters nationwide.

While Overwatch’s content wasn’t exclusive, fans will be able to watch the Finals with their community and get some free Coke swag as well.

Coca-Cola League Of Legend Cups (Photo: Coca-Cola)

The twist in this partnership is that theaters won’t actually hold the 2016 League of Legends viewing event unless a minimum number of tickets are sold.

This allows individual theaters to essentially decide if eSports or a regular viewing would make them more revenue. 

Coca-Cola 2016 League Of Legends Finals Viewing Party (Photo: Tugg)

I checked a few of the Theaters in the NYC area and most of them have between 75-125 tickets still remaining.

My guess is that 200 tickets sold is the baseline.

Hopefully we will get some numbers on the promotion post launch but great to see Coca-Cola activate in another eSports title.