North American esports organisation Counter Logic Gaming (CLG) has been steadily adding to its list of partners over the past few months, and now it has a major addition in the form of PepsiCo.

On July 24th, it was reported that Madison Square Garden (MSG) has forged a partnership with PepsiCo; Counter Logic Gaming is one of the corporation’s many properties and is included in the multi-year deal.

The partnership officially kicks off on September 1st, where PepsiCo will become a sponsor across all of MSG’s venues and sports franchises, including the New York Knicks, New York Rangers, Westchester Knicks and, of course, CLG. PepsiCo is the parent company of Pepsi, Mountain Dew (which just launched the Game Fuel League), Tropicana, Gatorade, Doritos, Brisk, among other household drink and snack brands.

In late July of last year, MSG announced the acquisition of a controlling stake in CLG within close proximity to when Riot Games was making decisions on which teams to include in its newly-franchised NA LCS competition.

Earlier this week, Counter Logic Gaming announced that NEEDforSEAT’s MAXNOMIC brand would be its official chair sponsor. In June, the organisation revealed deals with internet provider Spectrum and website building service Squarespace. Other partners include Twitch, OMEN by HP, CORSAIR, Legendary Builds, Flexfit, and MVMT.

Esports Insider says: CLG has been entering partnerships with a variety of big brands in 2018, but this is perhaps the biggest yet. There are no details as to how the organisation will utilise PepsiCo’s support as of yet, but it’s yet another deal that proves the corporation is interested in the esports industry.

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