Amuka Esports enters into a partnership agreement with GURU

Canadian esports company Amuka Esports has signed a partnership with organic energy drink brand GURU Organic Energy.

Financial terms and duration of the deal were not disclosed.

Under the terms of the deal, GURU will provide Amuka Esports players with its line of plant-based organic energy drinks. The parties will also work together on social media activations. The campaign, which runs from March 18 to April 22, will promote the balance of good play with healthy outdoor activities under the hashtag #Guruganeseergy and will ask participants to submit a video of themselves doing outdoor activities.

GURU Energy Drinks will also be available for purchase at Amuka Esports-owned establishments such as Waves Gaming in Toronto and EZY Mode in Windsor, Ontario.

GURU is focused on creating plant-based products. For example, the caffeine in its products comes from green tea infusions, the company says.

Amuka Esports operates tournaments in Canada, owns multiple venues in Ontario, as well as several teams including Dragonborn Esports and Parabellum Esports.