The North American sports organization Evil Geniuses has expanded its decade-long partnership with the energy drink brand Monster Energy.
The exact details of what activations will take place under the new deal have yet to be revealed. However, the esports organization confirmed that this is a multi-year extension.
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Nicole LaPointe Jameson, CEO of Evil Geniuses, commented: “The partnership between EG and Monster Energy has been a constant in an industry abounding in change.
“Constantly feeding our players, fans and organization through world-class championships and initiatives on and off the stage, we could not be more proud that Monster Energy is with us through all this one of the longest-lasting team partnerships in sports. and as a member of the EG family. “
Evil geniuses have secured a series of partnerships and extensions over the past few months. So far in 2021, the organization has merged, among others, Coinbase, POINT3, Bud Light and Elysian Brewing.
Meanwhile, Monster Energy’s commercial portfolio includes Fnatic, Alliance, NAVI and PSG.LGD to name a few.
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“We are extremely proud to celebrate a decade of collaboration that has changed the game between Monster Energy and Evil Geniuses,” he added. Dan McHugh, CEO of Monster Energy. “We’ve loved growing with the evil geniuses in the world of sports over the last 10 years and we look forward to continuing to improve together.”
Esports Insider says: There are very few esports partnerships that last 10 years, and Team Liquid’s collaboration with Alienware was the only other big offer we can think of. Given the relationship between the Evil Geniuses and Monster Energy, it’s no surprise when a multi-year extension is announced.
Very few details about the partnership have been revealed, so it will be interesting to see if the Monster Energy brand gets a bigger presence on EG’s platforms due to the expansion.
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