On the eve of its first Major tournament, ELEAGUE, the esports league founded by Turner and WME|IMG, announced an expansive marketing partnership with GFuel Energy Formula.
The partnership includes naming rights to ELEAGUE’s Atlanta-based studio, which now will be named GFuel ELEAGUE Arena, as well as product and branding integrations. GFuel also will become the official energy drink of ELEAGUE.
“We are proud to partner with GFuel, a brand synonymous with high energy, focus and performance that is a perfect fit for our eLeague community,” said Seth Ladetsky, senior vice president of sales, Turner Sports, in a statement.
“This is a pivotal time for the esports community and this partnership is in line with GFuel’s mission in gaming,” said Cliff Morgan, CEO of Gamma Labs, the creator of GFuel. “Many new people will get exposed to the exhilarating thrill of esports competition through Turner’s extensive network, where winners and losers are separated by milliseconds.”
The ELEAGUE Major runs Jan. 22-29 in Atlanta and will feature 16 Legend and Challenger teams competing for the title of Counter-Strike: Global Offensive Major Champion and a majority share of the $1 million prize pool. The Legends are the top eight teams from the previous major at ESL One Cologne 2016, while the Challengers are the top-eight finishers in an online contest.
“CS: GO,” as the multi-player first-person shooter is known, is the fourth game in the Counter-Strike series developed by Hidden Path Entertainment and Valve Corp.
The week-long event will be live-streamed on Twitch’s eLeague channel, with the Grand Final presented live on both TBS and Twitch on Jan. 29. Matches will run Jan. 22-25 at the new GFuel ELEAGUE Arena within Turner Sports, with final matches played at the Fox Theater in Atlanta from Jan. 27-29.
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