Wednesday, April 18, 2018

Immortals Inks Partnership With Mountain Dew

Los Angeles-based e-sports organization Immortals and Mountain Dew said on Tuesday that the two are in a partnership, where Mountain Dew will become the "Official Beverage" of the e-sports team. Financial details of that sponsorship deal were not announced. According to the two, the deal will include multiple content initiatives, including an unscripted, esports pilot that will feature the Immortals. The Immortals--led by CEO Noah Whinston--said that players from multiple games will be "prominently integrated" into Mountain Dew-branded esports events. Mountain Dew apparently runs the Dew Tour and Mountain Dew League. Mountain Dew is owned by PepsiCo, which says that Immortals was selected in part because of their "ability to connect honestly with millennial esports fans." Immortals is backed by Lionsgate, AEG, and a who's who of LA technology angel investors.