ESL Gaming has entered into a strategic partnership with Monster Energy that extends the energy drink’s involvement to include 18 tournaments worldwide as well as the new CS:GO HUB.
Monster Energy has been an active partner of Dreamhack since 2014. Now that Dreamhack has merged with ESL, Monster Energy will expand its support to include ESL Pro Tour CS:GO events including Intel Extreme Masters, the ESL Pro League, DreamHack Open, and ESEA Premier in addition to ESL Gaming’s Dota 2 properties, ESL One and DreamLeague Dota 2 leagues.
Image credit: ESL Gaming
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CS:GO HUD is an analytics platform designed to help players and teams analyse in-game performance. ESL called it ‘the most significant layout redesign’ since the original HUD launched in 2018. The all-new CS:GO HUD platform will debut at IEM Cologne on July 6th.
ESL Gaming Co-CEO Craig Levine commented: “We are thrilled to welcome Monster Energy to the larger ESL Gaming family, continuing their commitment to being one of the largest supporters of the gaming and esports community. With ESL and DreamHack providing some of the biggest and best esports competitions and events in the world, our collaboration will play a large role in fulfilling our vision of creating a world where anyone can be somebody.”
It’s a big year for ESL Gaming. In addition to the Dreamhack merger and new HUD, the organisation will reveal a new version of the IEM Cologne Trophy — ‘The Chalice’ — in July.
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Monster Energy CMO Dan McHugh added: “What started as a new and exciting partnership between DreamHack and Monster Energy in 2014 has since developed into one of the longest and most successful partnerships within the esports and gaming industry.
“Not only have we enabled top-tier DreamHack esports tournaments, but we have also been an integral part of their festivals throughout the world with exciting on-site activations that have gathered fans of all ages and backgrounds. We look forward to growing our relationship even further with ESL Gaming and being a part of the future of esports across the globe.”
Esports Insider says: Monster was an early adopter of esports sponsorships and maintains an impressive 10-year partnership with Evil Geniuses in addition to deals with Fnatic and Team Liquid. Energy drinks are a popular commercial category among esports sponsors, with everyone from Coca-Cola to brand-new companies getting involved.