Toronto-based media and content platform Enthusiast Gaming, the parent company of Luminosity Gaming, has extended and expanded its partnership with energy drinks brand G FUEL.
Alongside featuring custom content, giveaways and talent activations, the renewed 18-month sponsorship also includes the launch of a new limited-edition G FUEL flavour.
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As a result of the partnership deal, G FUEL’s logo will continue to be displayed on Luminosity Gaming’s jerseys. Moreover, the logo will also be featured on all official Enthusiast Gaming merchandise.
Adrian Montgomery, CEO of Enthusiast Gaming, spoke on the announcement in a release: “This sponsorship renewal is an important milestone for Enthusiast Gaming as it is another proof point that we are delivering value to our direct sales clients.
“We are thrilled to continue to be working alongside G FUEL, an iconic brand for gamers, as we give our fans the envelope-pushing content they have come to know and love us for.”
The companies first signed the partnership in May 2020, with G FUEL becoming a key sponsor of Luminosity Gaming. This saw the energy drinks brand utilise Luminosity’s content creators to advertise in front of their followers and act as a jersey sponsor across its teams.
According to the press release, the new collaboration aims to ‘promote G FUEL’s line-up of gaming and esports energy and hydration drinks’.
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Cliff Morgan, Founder and CEO of G FUEL, commented: “It’s been a pleasure to work with Luminosity Gaming over the past year and a half and watch it grow to become the most-watched esports organization on Twitch.
“We’re very happy to expand our partnership with them and continue to collaborate on custom content and engage with our ever-growing gaming and esports community in new ways.”
Esports Insider says: This renewal makes complete sense, especially considering both parties’ favourable position on the market. Launching a new, limited-edition G FUEL flavour in combination with custom content and talent activations seems like a great next move in the partnership.