ESL Australia expands partnership with Dare Iced Coffee

ESL Australia, the regional arm of tournament operator ESL Gaming, has renewed and expanded its partnership with Australian brand Dare Iced Coffee. As part of the deal, Dare Iced Coffee will be an official partner of ESL ANZ Champs and League of Legends Circuit Oceania (LCO) throughout the year.

Sharon Winton, Chief Marketing Officer at Bega Dairy and Drinks: "As a proud Australian brand, we are delighted to continue our partnership with ESL and turn the minds of Australian gamers on with Dare. Clarity of mind is critical to success in esports, making Dare Iced Coffee a natural choice to compete at the highest level."

It is reported that the agreement is designed for at least 18 months. The parties united for the first time in 2019, when the Dare Iced Coffee brand became the official partner of ESL events in Australia.

Anna Camulha, Director of Accounts at Starcom: "Publicis Sport & Entertainment and Starcom have once again worked together to develop the partnership, ensuring we continue to create an exchange of value with a priority growing audience for Dare."

Dare Iced Coffee will sponsor a number of on-air segments including "Dare moments", "Dare MVP" and "Dare Fan Vote". The partnership was reportedly backed by media agency Publicis Starcom.