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Nayeemul Islam
Junior Content Marketer
Insights / 9 Min.
Once considered a niche, esports has exploded into a global phenomenon, and beverage brands were quick to notice. From Red Bull and Coca-Cola to emerging energy drinks and even beer labels, the drinks industry has steadily carved out its space in gaming.
In this post, we explore when and how beverage brands entered the esports scene, the early trailblazers, and how these sponsorships have evolved into some of the most impactful partnerships in the industry today.
Beverages go well with gaming for a few key reasons: some practical, others psychological. Here’s a breakdown:
1) Quenching Your Thirst: Whether you're grinding ranked matches or deep into a story-driven campaign, gaming often involves hours of screen time. Having a drink within reach is second nature.
2) Energy & Focus: Competitive games demand quick reflexes and sharp focus. That’s why energy drinks, sodas, and caffeine-packed beverages became a natural fit, as they promise a performance boost when players need it most.
3) Social Ritual: Gaming isn’t always solo - plenty of people game while chatting with friends, watching tournament streams, or attending LAN parties. Just like with sports, cracking open a drink (even a beer) becomes a part of the social ritual.
4) Streaming & Branding: Intentionally or not, gamers and streamers often have drinks on camera. That visual presence gives brands passive exposure in front of massive audiences, making sponsorships a strategic win.
5) No Interruption: Unlike snacks, drinks are easy to consume without taking your hands off the controller or making a mess. That makes beverages the perfect “sidekick” to a gaming session.
The esports market has attracted a wide range of beverage brands, from energy drinks like Red Bull and Monster to soft drinks such as Coca-Cola and Pepsi. Even alcoholic beverages, including beer and hard seltzer brands, have begun tapping into the scene through team sponsorships and event partnerships.
Timeline graphic showing the evolution of beverage sponsorships in esports from 2001 to 2025
Numerous beverage brands have brewed up the world of esports through sponsorships and strategic partnerships:
The very first mover among beverage brands to see the potential in esports was Coca-Cola in 2001. The soft drink giant sponsored the 2001 Ongamenet StarLeague (“Coca-Cola OSL”) for StarCraft in South Korea, marking one of the earliest beverage tie-ins with esports. Later in 2013, Coca-Cola partnered with Riot Games by sponsoring a new League of Legends Challenger league.
Energy drink Red Bull signed its first esports athlete, Halo legend David “Walshy” Walsh, in June 2006. This pioneering sponsorship – treating a pro gamer like a sports athlete – was Red Bull’s entry into esports. Red Bull soon went beyond players, organizing its own Red Bull LAN events by 2011.
PepsiCo’s Mountain Dew made an early esports foray as well. It was a title sponsor of the Championship Gaming Series in 2006, an international esports league, signaling PepsiCo’s first venture into competitive gaming. Later in 2016, Mountain Dew took their esports presence to another level by creating the Mountain Dew League (MDL), an amateur CS:GO circuit linking to the ESL Pro League. In 2017, Mountain Dew signed sponsorships with three major esports teams: Team Dignitas, Splyce, and SK Gaming.
The soda brand Dr Pepper became the official soft drink of Major League Gaming (MLG), sponsoring MLG events and teams. In 2009 MLG added Dr Pepper as a major sponsor, even featuring pro Halo team Str8 Rippin and putting star player “Tsquared” on 175 million Dr Pepper bottles nationwide that year.
Monster entered esports by partnering with team Evil Geniuses around 2011. By 2021 the two celebrated a decade together, making Monster one of the earliest energy drinks in esports. Monster’s logo began appearing on team jerseys and, by 2014, Monster had also linked with tournaments like DreamHack.
Anheuser-Busch’s Bud Light beer launched its “Bud Light All-Stars” esports program in 2016. Rather than sponsoring a single team or league, Bud Light had fans vote for their favorite pro players across games to serve as Bud Light esports ambassadors. The All-Stars were showcased at events like E3 and TwitchCon 2016, marking Bud Light’s entry and the first major beer-brand esports initiative.
In 2016, Brisk Mate was launched, and OpTic Gaming played a vital role in their debut campaign. The product was heavily endorsed during tournaments and other events where OpTic appeared.
Brisk Mate x OpTic Gaming. Credit: A List.
G FUEL, a gaming-focused energy formula brand, made a splash by becoming the official energy drink of Turner’s ELEAGUE in 2017. It acquired naming rights to the ELEAGUE Arena (dubbed the “G FUEL ELeague Arena”) and placed G FUEL drinks on the analyst desk. Notably, G FUEL had already been sponsoring esports org FaZe Clan as far back as 2012, but its ELEAGUE deal marked a mainstream esports entry.
Adrenaline Rush entered the esports market by partnering with Virtus.pro in 2017.
American energy drink brand 5-hour Energy has made its first entry into esports in 2017 with a sponsorship of multigame organization Detroit Renegades.
In 2018, Tornado Energy started its own esports team known as Tornado Energy Battle which had an active PUBG roster till 2020.
Molson Coors entered esports in May 2019 by partnering with Complexity Gaming. Miller Lite became the exclusive alcoholic beverage sponsor of Complexity, complete with a branded “Miller Lite Player Lounge” in Complexity’s Texas headquarters.
Jägermeister entered the esports scene in 2019 by partnering with BLAST Pro Series for CS:GO. The brand used this collaboration to target the European esports audience through event branding and digital activations. Later on in 2023, the brand also signed a partnership with esports powerhouse, G2.
G2 Players Celebrating With Jaegermeister. Credit: Esports Insider.
Fitness drink Celsius teamed up with 100 Thieves in 2019, marking its esports debut. The partnership included branded content and athlete-driven storytelling focused on performance and lifestyle.
Razer launched RESPAWN, its gamer-focused mental performance drink, in 2019. The brand was positioned heavily within Razer’s own ecosystem and promoted through esports influencers and tournaments.
TeaRIOT entered esports in 2019 via a partnership with eUnited, aligning its clean energy messaging with competitive gaming. The brand focused on wellness-oriented gamers and content activations.
Iconix, a Korean functional drink brand, entered esports in 2019 by sponsoring T1 Entertainment & Sports. The partnership included team branding and co-promotions aimed at Gen Z and millennial fans in Korea.
Dare Iced Coffee launched its esports presence in 2019 by sponsoring ORDER, an Australian esports team. The deal featured product placement in streams and social media aimed at Aussie esports fans.
Swedish energy drink NOCCO joined the esports space in 2020 through partnerships with fitness-focused gaming streamers and organizations like Fnatic. It targeted performance-conscious fans with a zero-sugar message.
Nescafé made its esports move in 2020 by sponsoring ESL’s Mobile Open in Europe. The coffee giant used the partnership to reach a younger, mobile-first gaming audience.
Ghost, known for its fitness and lifestyle supplements, entered esports in 2020 by sponsoring creators and competitive streamers, with a focus on cross-promotional branding between gaming and gym culture.
Beyond NRG launched in 2021 as a direct challenger to G FUEL, promoting a “science-based” energy drink for gamers. It partnered with influencers and grassroots esports events across the UK and Europe.
Corona made its esports debut in 2021 by teaming with Mexican streamers and gaming influencers for lifestyle-focused campaigns. The activations highlighted chill, at-home gaming moments rather than competitive play.
Twisted Tea entered esports in 2021 via Barstool Sports’ esports vertical. The sponsorship blended meme culture with casual gaming, targeting the 21+ crowd with light-hearted, viral-friendly content.
Truly partnered with 100 Thieves in 2021, focusing on branded content and lifestyle integration across social media and events. The brand positioned itself at the intersection of gaming, fashion, and entertainment.
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Twisted Tea & Truly Hard x 100 Thieves. Credit: Esports Insider.
Heineken 0.0 joined esports in 2022 by becoming an official sponsor of CBLOL, Brazil’s League of Legends league. The partnership included broadcast branding and a fan-voted MVP award.
Made with all-natural ingredients, Danish esports organisation Astralis partnered with Go Mate in 2022.
Rockstar Energy entered esports in 2022 through a multi-year deal with NRG Esports and Full Squad Gaming. The collaboration included content activations blending music, gaming, and live experiences.
Japanese energy drink GBEat entered esports in 2022 by sponsoring Crazy Raccoon, one of Japan’s leading esports orgs. The partnership featured co-branded campaigns and merch during VALORANT events.
XIX Vodka, co-owned by The Sidemen, made its esports debut in 2023 by sponsoring XO Academy and integrating into gaming content. The brand capitalized on influencer reach to build visibility in the UK scene.
Ballantine’s Scotch whisky entered esports in 2023 through a lifestyle-focused partnership with BLAST.tv for CS:GO. The deal included in-stream branding and content campaigns targeting legal-age fans via “Stay True” messaging.
Jameson launched its esports presence in 2023 with a collaboration alongside FaZe Clan. The whiskey brand leaned into cultural crossovers between gaming, streetwear, and nightlife, primarily through digital content and events.
Gatorade stepped into esports in 2023 by sponsoring NBA 2K League activations. Leveraging its strong sports positioning, Gatorade promoted hydration and performance with branded segments in digital broadcasts.
Gatorade x NBA 2K. Credit: NBA 2K on Facebook.
Vitaminwater Zero appeared in esports in 2023 via a limited campaign featuring streamer activations and a Twitch presence focused on wellness and low-sugar hydration. The brand’s marketing aimed at health-conscious casual gamers.
Absolut Vodka entered the esports space in 2023 with a creative partnership through Pride-focused gaming campaigns. Collaborating with LGBTQ+ streamers, Absolut emphasized inclusion and nightlife culture over direct team or tournament sponsorships.
Camarena Tequila partnered with Envy Gaming (now part of OpTic) in 2023, targeting the Texan fanbase with lifestyle content and co-branded celebrations tied to competitive VALORANT and Call of Duty viewership.
Mate Mate, a sparkling yerba mate drink, joined the esports scene in 2023 by partnering with Berlin International Gaming (BIG). The brand focused on sustainable energy and was featured in LAN content and socials.
In 2024, Pepsi directly entered esports by sponsoring the inaugural Esports World Cup in Riyadh. It featured prominent on-site activations, including a branded karaoke lounge and product placements across the festival.
Pepsi x Esports World Cup. Credit: Esports World Cup
Sly, a lifestyle beverage for gamers, launched in 2024 and announced its entry through influencer partnerships on Twitch and TikTok. The brand positioned itself as a fun, rebellious energy drink for casual gamers.
White Claw Hard Seltzer launched its esports campaign in 2024 by partnering with gaming events tied to streamer conventions and creator tournaments. The brand focused on Gen Z audiences seeking “chill” and casual social gaming vibes.
GLYTCH Energy expanded its presence in 2024 by sponsoring XSET and several streamers. The brand emphasized zero-sugar formulas and launched exclusive flavor collaborations with esports influencers.
Volvic Juicy made its esports debut in 2024 by collaborating with LFL (Ligue Française de League of Legends) broadcasts. The fruity water brand targeted health-conscious youth tuning into LoL content in France.
YOU.C1000, a vitamin drink from Indonesia, entered esports by sponsoring regional PUBG Mobile events. The sponsorship promoted immunity and wellness among mobile gaming fans across Southeast Asia.
PepsiCo’s Sting energy drink joined the esports space in 2025 by sponsoring MLBB Southeast Asia tournaments. The drink focused on mobile-first audiences and rolled out limited-edition gaming cans in select Asian markets.
Eastroc Super, a Chinese energy drink, entered the esports market in 2025 by becoming the official drink partner of the Honor of Kings Pro League (KPL). The deal included in-game branding, team partnerships, and stage activations.
As esports continues to grow, so will the thirst, literally and figuratively, for more lifestyle-aligned brand partnerships. And if one thing’s clear, it’s this: beverage brands aren’t going away from esports anytime soon. In fact, they’re just getting started.
