European esports organisation Unicorns of Love have announced a new partnership just in time for the Intel® Extreme Masters in Katowice which gets underway tomorrow. 
The team has struck a deal with Germany’s best selling mineral water brand Gerolsteiner.
According to the press release from Unicorns’ marketing partner Lagardère Sports, Gerolsteiner plans ‘extensive communications measures and will supply the Unicorns with mineral water and flavoured drinks. Furthermore, the mineral spring has also secured comprehensive logo presence on the UoL jerseys’.
Marcus Macioszek, Marketing Director Gerolsteiner Brunnen GmbH & Co. KG: “In esports the key factors for success are endurance, concentration and fitness. This contains to take breaks, to exercise and to stay hydrated. Gerolsteiner mineral water makes an important contribution there, as it keeps the body hydrated and additionally provides it with essential minerals as calcium and magnesium.”
Dr. Nicolas Gaede, Senior Vice President Marketing & Business Development at Lagardère Sports Germany said: “Gerolsteiner’s decision shows that the eSports market, and the UoL in particular, is an attractive platform to achieve ambitious communications goals and to reach a young, digitally savvy target group. The Unicorns are delighted to be supported by a strong and reliable partner starting at the IEM.”
“We are very proud to have won the support of an attractive non-endemic brand and are looking forward to many joint projects”, added Jos Mallant, CEO Unicorns of Love.
Earlier this month Lagardère Sports recently became the exclusive marketing partner of the UoL marking the sports right agency’s entrance into esports. This is the first deal that it has arranged for its client.
Esports Insider says: Props to Lagardère Sports for signing a team partner that isn’t an energy drink. We’re putting out a call for more mineral water sponsorships in esports. Evian and Highland Spring, get involved.