Mountain Dew signs partnerships with three of the biggest Esports teams

There have always been this kind of relationship between soft drinks and gamers. How would there not be when the largest demography of people interested in video games consists of youth and young adults. PepsiCo is taking its investment in esports to the next step, as it’s signing three new deals with prominent teams around the world.

The beverage giant has signed deals with esports powerhouses Team Dignitas, Splyce, and SK Gaming via its Mountain Dew brand, the company announced today. The size of the deal remains undisclosed, however, sources familiar with the matter told Dot Esports that it’s in the ballpark of other recent sponsorship deals. Earlier this year, SK Gaming secured a six-digit deal with Razer, as well as a “high six-figure” deal with VISA. Team Dignitas recently made headlines for leaving its former exclusive streaming partner Twitch to partner with Facebook. While Splyce, the youngest of the three clubs, partnered with Delaware North in February.

PepsiCo chose brand partners with a solid financial foothold, as well as dominant teams in every relevant esports title. Last year, the company created the Mountain Dew League, an amateur CS:GO league in partnership with ESL’s ESEA, which is a direct path for upcoming talent to secure a spot in the ESL Pro League.

“We are excited to expand our support of esports through these partnerships with three world-class teams,” said Manos Spanos, Mountain Dew’s global senior marketing director. “Industry-first partnerships and authentic integrations that align with core Mountain Dew values and resonate with gamers and DEW Nation will continue to inspire us as a business.”

Mountain Dew has been around the broader gaming world since 2003, initiating partnerships with popular game titles, systems, and gaming platforms such as Twitch.