Following the recent collaboration with Rooter, Chemin Esports has announced a brand-new collaboration with Mountain Dew, which comes on board as the official beverage partner of Chemin Esports. The rapid interest in the company is reflective of its growing significance in the esports domain and a testimony to its success in esports events. Mountain Dew is one of the global beverage brands in India and is widely recognised for its adventure-led positioning. The company has a significant interest in esports with its extremely popular Dew Arena.
Esports caters to a large audience, especially the young Gen Z. The Gen Z audience prefers to consume niche content that is in tune with their interest. Esports organisations have been successful in attracting and engaging them. This has become one of the key reasons for Brands like Mountain Dew and others to further enhance their interest in Esports companies.
Chemin Esports founder and director Ishan Verma said, “While the Indian Esports industry is relatively new, the industry has seen a rapid rise even in the pandemic period. With Asian Games and Commonwealth Games scheduled later this year, 2022 will be an important year for the Indian Esports community. The interest of major brands will propel the industry into the next orbit and therefore we are delighted to find a partner like Mountain Dew who truly understands Esports. This is a major boost for Chemin and validates all our hard work. This further gives a boost to our teams’ confidence and another reason to perform consistently.”
“As a brand, Mountain Dew has always been at the forefront of bringing in consumer experiences that have celebrated emerging youth trends and youth platforms. We are delighted to partner with Chemin Esports, as their Official Beverage Partner to further encourage participation in gaming which is a major consumer passion. Our approach with gaming/esports has always been around helping elevate the gaming experience and engage with our consumers through relevant partnerships at the same time,” said PepsiCo India category director- Mountain Dew and Sting Vineet Sharma.
