Los Angeles–based esports organization Immortals has signed a partnership with Mountain Dew, making the gamers’ favorite the official beverage of the team.
The deal encompasses more than just sodas in the Immortals players’ fridges, though. With Mountain Dew, Immortals will focus on “digital and live activation,” including an unscripted esports pilot starring Immortals players. “Extensive programming” will be featured on the Mountain Dew Twitch channel, according to the announcement.
This content will be developed with entertainment giant Lionsgate, a major shareholder in Immortals.
Immortals and Mountain Dew will work together with Lionsgate, to develop “several premium content initiatives,” including the pilot episode for unscripted esports series. The series is expected to take fans behind-the-scenes with Immortals’ players and staff—but the press release did not specify what games will be a core focus.
“This marketing collaboration reflects the tremendous synergies between Lionsgate’s content platform and the booming esports market,” Immortals chairman Peter Levin said in a statement. “When Lionsgate first invested in Immortals, we envisioned a broad range of premium content opportunities, and we’re thrilled to partner with a world-class consumer brand with enormous resources to help turn this vision into reality.”
Players from Super Smash Bros., Dota 2, Arena of Valor, Clash Royale and other games will be “integrated” into Mountain Dew’s presence at esports events like Dew Tour and the Mountain Dew League.
More details on the exact nature of these events are expected “in the next few months,” Immortals CEO Noah Whinston said in a statement.
Super Smash Bros. players Dajuan “Shroomed” McDaniel and Jason “ANTi” Bates, as well as Dota 2 player Yong-min “Febby” Kim, will kick off the partnership. They’ll stream on the Mountain Dew Twitch channel from April 17 to 19.