Mountain Dew Expands Esports Influence with High-Profile Team Sponsorships
In a strategic move to solidify its presence in the booming esports industry, Mountain Dew has announced sponsorships with three elite gaming organizations: Team Dignitas, Splyce, and SK Gaming. This collaboration aims to deliver exclusive content, player access, and unique fan experiences through the Mountain Dew Twitch channel.
Why This Partnership Matters
- Financial Growth for Esports: The sponsorship injects capital into the competitive gaming scene, benefiting players and teams alike. According to Newzoo, the esports market is projected to surge from \(696 million in 2017 to \)1.5 billion by 2024.
- Non-Endemic Brand Impact: Mountain Dew, owned by PepsiCo, represents a “non-endemic sponsor”—a brand outside traditional gaming. Such partnerships are critical for industry monetization and mainstream validation.
Industry Perspectives
Greg Richardson, Chairman of Team Dignitas, emphasized the significance:
“Non-endemic sponsors are essential for esports to fully monetize its audience. They’re drawn to the demographic and engagement levels but often hesitate due to the industry’s evolving structure. This partnership is a milestone.”
The Teams Behind the Deal
- Team Dignitas: Acquired by the NBA’s Philadelphia 76ers, showcasing esports’ crossover appeal with traditional sports.
- Splyce: Partnered with Delaware North and the NHL’s Boston Bruins, highlighting U.S.-based esports growth.
- SK Gaming: A German powerhouse and one of the oldest esports organizations globally.
Mountain Dew selected these teams for their competitive excellence, innovative style, and alignment with the brand’s energetic identity.
Mountain Dew’s Esports Legacy
Beyond sponsorships, Mountain Dew has been a pioneer in competitive gaming:
- Mountain Dew League (MDL): Launched in 2016, this amateur-to-pro league, in collaboration with ESL and ESEA, offers a pathway to the CS:GO Pro League.
- Expanded MDL Season 2: Featuring more teams, training programs, and player spotlights, now streaming on Twitch.
Leadership Insight
Manos Spanos, Global Senior Marketing Director at Mountain Dew, stated:
“We’re thrilled to partner with these world-class teams. Authentic integrations that resonate with gamers and our Dew Nation community drive our commitment to esports.”
The Bigger Picture
This move underscores esports’ rising prominence, attracting brands and investors beyond gaming. With Mountain Dew’s backing, the industry gains further credibility and resources to fuel its explosive growth.
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