ESL Australia Expands Partnership With Publicis Sport & Dare Iced Coffee

ESL Australia Expands Partnership With Publicis Sport & Dare Iced Coffee
B&T Magazine
Edited by B&T Magazine



ESL Australia, the local division of the world’s largest esports company, today announced a renewed and expanded partnership with Publicis Sport & Entertainment client, Dare Iced Coffee.

Publicis Sport & Entertainment will manage the 18-month partnership, which will see Dare become the official non-alcoholic beverage partner of the ESL ANZ Champs and the League of Legends Circuit Oceania (LCO). It will see Dare Iced Coffee feature prominently across Australia & New Zealand’s biggest esports leagues through to 2023.

National Director of Publicis Sport & Entertainment, Will Koukouras, said: “As a foundation client of Publicis Sports and Entertainment, we are very proud of the ongoing partnership fostered between Dare and ESL.

“Long-term partnerships like these are made possible when you combine a brand like Dare, who is committed to providing a tangible uplift to gamers, and a rightsholder like ESL who consistently delivers an ongoing calendar of opportunities for the brand to engage.”

Dare Iced Coffee first enlisted Publicis Sport & Entertainment three years ago, with the aim of broadening the brand’s target audience from esports fans to also capturing casual gaming fans – collaborating with Publicis media agency Starcom.

Starcom Client Services Director, Anna Camuglia, said: “Publicis Sport & Entertainment and Starcom have again worked together to evolve the partnership, ensuring we continue to create a value exchange with a priority growth audience for Dare”.

Dare has been a strong supporter of Australian & New Zealand esports, after first partnering on the ESL ANZ Champs in 2019. The extension of this partnership through to the middle of 2023 comes after another successful year as officially iced coffee for the ESL ANZ Champs in 2021.

As part of the partnership, fans of the LCO and ANZ Champs can expect to see Dare moments throughout the broadcasts, with Dare MVPs appearing after each match. Additionally, fans will have the chance to interact and vote for the Dare Fan Vote during broadcasts on Twitch.tv.

Graeme Du Toit, Commercial Lead, LCO, said: “We’re very excited to welcome Dare Iced Coffee back on board the ANZ Champs, and expand onto the LCO as it continues to grow as one of the most-watched esports leagues in the Oceanic region.

“Dare is one of the longest-running supporters of esports in Australia, and I know how passionately they support competitive gaming. I’m happy to get to expand that support to the LCO and showcase Dare’s support to Oceanic League of Legends fans.”

Marketing Director at Bega Dairy and Drinks, Sharon Winton, said: “As a proud Aussie owned and made brand, we’re excited to continue our partnership with ESL and switch on the minds of Australian gamers with Dare.

“Mental clarity is crucial for success in esports, which makes Dare Iced Coffee a natural fit, giving players the pick me up they need to compete at the highest level.

“This partnership takes us to where our fans are, and where Dare’s real coffee kick really makes a difference.”




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