The company's Mtn Dew and Doritos brands are sponsoring the Mtn Dew Amp Game Celebrity Pro-Am tournament for "Call of Duty," the first-person shooter game made by Activision Blizzard, on Sept. Two years ago, Coke for the first time sponsored an in-game virtual athlete for the EA Sports videogame "FIFA 18," making a lighthearted reference to its famous "Mean" Joe Greene ad from 1979.Ĭoca-Cola archrival PepsiCo also has been active in esports sponsorships. Last month, Coca-Cola Turkey introduced "League of Legends" labeling with codes to unlock credits for videogame content. The brand has since merged several e-commerce programs into the Coke Store, where a variety of licensed merchandise and customized bottles are available.Ĭoke has a history of creating special packaging to support its esports sponsorships. The push behind the Coca-Cola Store is in line with efforts by other large consumer packaged goods manufacturers to beef up their e-commerce plays. These efforts are coming at a time when data's role in marketing continues to grow as are concerns around the data practices of large digital platforms and various third parties.Ĭoca-Cola launched e-commerce site in 2015 and sold more than 1 million personalized bottles in 18 months. Twenty-two percent of people ages 21-35 watch esports frequently, more than the 16% who watch hockey and almost equaling baseball's viewership, Newzoo said in a 2016 report. Esports sponsorships help non-endemic brands to reach a younger audience that is less likely to watch traditional sports. Offering Overwatch League bottles on the Coca-Cola Store site and using digital ads to drive awareness of the bottles in advance of the league's finals is likely to drive traffic to the site, increase e-commerce and, perhaps most importantly, provide Coca-Cola with valuable customer data related to esports fans. Viewers also can see it on the ESPN app, and the Overwatch League app, per its website. The finals will be livestreamed on Twitch and broadcast on ABC at 3 p.m. 29 in Philadelphia, offering a cash prize of $1.1 million and a championship trophy. Overwatch League will host its 2019 Grand Finals on Sept. The deal gave Coke exclusivity with all 20 teams in the league, ESPN reported.
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