ELEAGUE adds its first alcohol-brand sponsor: Kraken Black Spiced Rum.

The spirit will receive branded content integration on linear and digital platforms, and ELEAGUE’s scrolling AdTracker.

Other ELEAGUE non-endemic sponsors include Geico, Boost Mobile, Kellog’s Cheeze-It, and the US Air Force, joining gaming brands Alienware and HyperX.

ELEAGUE’s latest sponsorship announcement will certainly bring some fire to the esports industry. Kraken Black Spiced Rum, manufactured by Proximo Spirits, has signed a one year deal with the esports competition series. It’s the first notable hard liquor sponsorship deal in the industry, thus far.

[perfectpullquote align=”right” cite=”” link=”” color=”” class=”” size=””]Kraken Black will be given naming rights to a new professional vs. amateur competition feature.[/perfectpullquote]

Kraken Black will be given naming rights to a new professional vs. amateur competition feature: the ELEAGUE Kraken Boss Battle. The rum, which is distilled in Trinidad & Tobago, will also receive branded content on both digital and linear ELEAGUE programming, and is to be ELEAGUE’s presenting sponsor at its E3 Industry Party, tonight in Los Angeles.

Related Article: ELEAGUE and LCS Nominated in the 39th Sports Emmy Awards

Turner and IMG’s ELEAGUE streams and televises multiple esports titles, including Counter-Strike: Global Offensive , Street Fighter V , Tekken 7, and Rocket League . The brand has attracted numerous other non-endemic sponsors including Geico, Boost Mobile, Kellog’s Cheeze-It, and the US Air Force. This is on top of partnerships with HyperX and Dell’s Alienware gaming brand.

This year’s ELEAGUE Major: Boston reached a peak concurrent viewership of 1.1M during the finals between the CS:GO teams of Cloud9 and FaZe Clan—an all time record for a single Twitch channel. ELEAGUE’s next event for the Valve shooter, the CS:GO Premier, will begin on July 21.