ESL declares Mtn Dew Game Fuel official beverage of IEM, EPL, ESL One

Marta J. July 20, 2019

Mountain Dew AMP Game Fuel has been appointed as ESL’s official global beverage partner for all major events.

The new deal between the beverage brand and the tournament organizer will see Game Fuel featured at prominent esports event series including Intel Extreme Masters, ESL One, and ESL Pro League. The energy drink is specifically pitched to gamers as a tool to help improve performance, so senior vice president of brand partnerships at ESL Paul Brewer says choosing it as its official beverage partner is a natural fit.

“We have a deep-rooted, collaborative relationship with Mountain Dew… Building on our joint success, product integration, and custom content will create new ways for us to engage fans all over the world,” he said.

One of the biggest additions from this deal will be a branded post-match analysis segment, Mtn Dew AMP Game Fuel Power Plays.

The show will be broadcast after various big matches in both Counter-Strike: Global Offensive and Dota 2 tournaments. It will feature an ESL analyst that will help viewers understand the crucial moments of matches and highlight the “Power Play,” a key moment which helped decide the outcome.

Collaboration between Mountain Dew and ESL started in 2016. The most prominent example of this came in the renaming of the ESEA Premier Division, which was rebranded as the Mountain Dew League starting in season 23. The MDL allows teams to climb their way into the ESL Pro League, with top performers earning a spot directly while others have the chance to gain a spot through the seasonal relegation tournaments.

The expansion of Mountain Dew’s relationship with ESL adds to the brand’s growing presence in esports. Mtn Dew AMP Game Fuel is also partnered with the Call of Duty World League and currently sponsors prominent organizations and teams including Optic Gaming, Counter Logic Gaming, SK Gaming, Dignitas, and MiBR.