PepsiCo’s Rockstar energy drink brand has partnered with German organisation mousesports to become its new energy drink sponsor.

The Rockstar logo will appear on the organisation’s jerseys, plus the companies plan to collaborate on content and fan-oriented experiences.

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This is the first esports team sponsorship for Rockstar within Germany, although the energy drink brand had previously sponsored the UK’s now-defunct Team Infused.

Carl Windfuhr, Commercial Director of Beverages for PepsiCo discussed deal in a release: “We are absolutely thrilled to start the new year with such great news as of our partnership. Obviously, with mousesports we have won a strong and well-known partner in this game. We are excited to break into the esports scene and to take mousesports to the next level. Let‘s get ‘Louder. Harder. Drüber‘ together!”

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Rockstar joins mousesports’ other current partners, including Vodafone, Snipes, Razer, Nitrado, and noblechairs. The organisation currently competes in Counter-Strike: Global Offensive, Rocket League, and StarCraft II, and recently released its League of Legends team.

Stefan Wendt, CEO of mousesports added: “It makes us super proud that in ROCKSTAR Energy, the next big brand decided to enter the esports space together with mousesports at its side. Together we will create many special moments and experiences for our fans in 2020.”

Esports Insider says: Brands like Red Bull and Monster Energy are already well established in esports, but it’s good to see another brand partner with a major organisation. We’ll see whether this leads to more esports activity for the brand.