The beverage and food company PepsiCo has been actively involved in the e-sports scene for years with its energy drink Rockstar. Now the brand presence is being further strengthened; Rockstar Energy calls for the motto “Louder. harder Drüber" and takes over the sponsorship of the e-sports professionals Mousesports and the Prime League at League of Legends. 

The Rockstar Energy brand has been meeting fans at well-known esports events for years. Now the hip energy booster is getting a little more present: As PepsiCo announced, Rockstar Energy will act as a team sponsor for Mousesports and as a league sponsor for the Prime League of Riot's MOBA League of Legends.

Rockstar Energy level up: “Louder. harder Over.”

The commitment as a sponsor is not surprising. The topic of e-sports has been growing ever closer to the Rockstar Energy brand for some time. The fact that Rockstar Energy was aiming for a premium partnership with the German esports team Mousesports (“Mouz”) is a consistent pursuit of the company's goals. The energy drink will probably reach its target group better than ever before.

Mousesports are internationally successful, currently the runners-up in the "Counter Strike" world rankings. However, the team shooter is not the only title in which the German clan is successful: the team stands for top performance in Counter-Strike, League of Legends and many other games.

The company reaches the next level: Rockstar Energy is intensifying its sponsorship in the esports segment. Image: Rockstar Energy

The company reaches the next level: Rockstar Energy is intensifying its sponsorship in the esports segment. Image: Rockstar Energy

Rockstar's brand presence is further strengthened by the cooperation between Rockstar Energy and the E-Sports League
Prime League for "League of Legends" in the DACH region. The energy drink sold by PepsiCo is now an official advertising partner. The Prime League is the official competition platform of the US computer game developer Riot Games for Germany, Austria and Switzerland and in this region the largest tournament platform for the successful MOBA "League of Legends".

Because Mousesports also plays in the Prime League and was able to triumph there last year, the new partnerships on the part of Rockstar Energy have been chosen wisely. With the cooperation in the e-sports area, Rockstar Energy brings its gaming activation into new dimensions and focuses specifically on for Energy
relevant areas.

“The partnerships with Mousesports and the Prime League represent real added value for our target group, as they precisely meet their interests. In this way, we are taking the Rockstar Energy success story to a new level, from which our retail partners also benefit. "
Carl Windfuhr, Commercial Director Beverages PepsiCo

The sponsoring is visible to the fans from the outside. Rockstar Energy will be represented at Mousesports as a shirt sponsor for all teams as well as through instream placements, in the Prime League in instream and in the top 5 plays. So that fans can also try the energy drink, Rockstar Energy will provide players and fans at the esports events with the drink

In addition to multi-packs and on-pack promotions with attractive prizes, Rockstar Energy is bringing out the heavy artillery: E-sports fans can look forward to meet & greets with "Mouz", cool raffles and other content, among other things. It is mandatory that activities in social media are also increased accordingly. Rockstar Energy also wants to show its presence on the Twitch streaming platform and its proclaimed “Louder. harder Carry it over” style to the fans.

One event highlight has already been determined for the new esports sponsor Rockstar Energy: the Prime League final, which this year will take place during the Gamescom 2020, at the end of August in Cologne.

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