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News 24.01.2020

Level up with Rockstar Energy!

Rockstar Energy will intensify on being “Louder. Harder. Drüber.” in 2020: for years the energy drink brand has been very active in the gaming scene and this year Rockstar Energy is stirring up the strongly growing e-sports sector with the global team sponsoring…

Level up with Rockstar Energy!
(Photo: PepsiCo)

With mousesports and Prime League Rockstar Energy goes all in on e-sports in 2020

Rockstar Energy will intensify on being “Louder. Harder. Drüber.” in 2020: for years the energy drink brand has been very active in the gaming scene and this year Rockstar Energy is stirring up the strongly growing e-sports sector with the global team sponsoring of mousesports and the league sponsoring of Prime League. Gaming-affine fans can count on energetic activations in the style of Rockstar Energy.

As of now Rockstar Energy kicks off the premium partnership with the German #1 e-sports team mousesports (“mouz”). mousesports are internationally successful and currently #2 in the Counter-Strike world ranking. The team stands for top performances in Counter-Strike, League of Legends and many other games.

Just as exciting is the cooperation of Rockstar Energy as official advertising partner with the #1 e-sports Liga Prime League for “League of Legends” in the DACH region. Prime League is the official circuit of the American computer game developer Riot Games for Germany, Austria and Switzerland and the largest tournament platform for the #1 gaming title “League of Legends”1 in this region. mousesports also performs in the Prime League and could celebrate its triumph in 2019.

With these powerful partnerships in the e-sports sector, Rockstar Energy is taking its gaming activation to new dimensions and is focusing especially on areas relevant to energy. “The partnerships with mousesports and the Prime League provide a real added value for our target group, as they meet their interests exactly”, says Carl Windfuhr, Commercial Director Beverages PepsiCo. “Therefore we are taking Rockstar Energy’s success story to a new level that our retail partners will also benefit from”.

Rockstar Energy will be represented as jersey sponsor for all the teams of mousesports as well as through instream placements. At Prime League, Rockstar Energy will be involved in instream and in the Top 5 Plays, providing players and fans alike with the necessary Rockstar Energy kick for a legendary performance. In addition to multi-packs and on-pack promotions with great prizes Rockstar Energy is taking it up to the max: e-sports fans can expect meet & greets with mouz, cool raffles and exciting content. Another highlight is the Prime League final during Gamescom 2020, taking place in Cologne at the end of August.

Striking communication measures support the new cooperations with mousesports and the Prime League. With social media activities in particular – such as on the live gaming platform Twitch – the brand is addressing the young and gaming-affine target group in its unique “Louder. Harder. Drüber.” style. Other digital measures and PoS campaigns are also being carried out to position Rockstar Energy even more strongly as the brand for the gaming scene.

1Source: https://esportsobserver.com/top-10-watched-twitch-content-oct-29-nov-04/

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