Coca-Cola has signed an expansive deal with Activision Blizzard Esports Leagues to become the official non-alcoholic beverage of Overwatch League (OWL) and all other Overwatch properties. It is the first OWL sponsorship deal that takes full advantage of the game developer’s total control over the game’s intellectual property.

In the multiyear pact, Coca-Cola gets exclusivity with all 20 OWL teams, the Overwatch Contenders league, the open division, the Overwatch World Cup, the annual BlizzCon, and collegiate events.

Activision Blizzard Esports Chief Revenue Officer Brandon Snow declined to disclose terms, but a source said it covers three years. Naming a beverage sponsor is a watershed moment for OWL, Snow said, lending legitimacy and marketing reach that every traditional sports property depends on.

“When we showed them the data points about how the people who play Overwatch, are also the fans of the esports, what we’re doing at the league level, their perspective became: ‘If we really want to do this the right way, then let’s be a partner of the entire ecosystem,’” said Activision Blizzard Esports CRO Brandon Snow.

Coke products will be served at Overwatch events when Activision Blizzard controls the venue, and league officials will attempt to facilitate a pouring deal between Coca-Cola and any other venue that may host games if possible. The league is experimenting with running some games at teams’ local venues this year, and teams have said they’re planning to run full home schedules in 2020.

Details of how Coca-Cola will promote its rights will be disclosed in the coming weeks, Snow said. Coca-Cola Classic will be the primary brand focus point, but the deal allows for other products to be featured.

Coca-Cola SVP/strategic marketing Geoff Cottrill oversaw negotiations, Snow said. Activision Blizzard CEO Bobby Kotick has served as a director for Coca-Cola since 2012.

Naming a beverage sponsor is a watershed moment for OWL, Snow said, lending legitimacy and marketing reach that every traditional sports property depends on. “They have marketing assets beyond what other people have, they have their cans, their bottles, and the way they can bring to those sports to life on cans and bottles are marketing dollars that people like us and stick and ball sports just really can’t put a value against,” Snow said. “It’s wonderful media.”

Coca-Cola has been in esports and gaming before, working with Riot Games ’ League of Legends in 2016 and integrating with EA Sports’ FIFA title in 2017 and 2018. PepsiCo’s Mountain Dew is perhaps the most prominent player in the category, having sponsored ESL’s Mountain Dew League, a developmental league in Counter-Strike: Global Offensive .

Activision Blizzard CEO Bobby Kotick has served as a director for Coca-Cola since 2012. Coca-Cola Senior VP/Strategic Marketing Geoff Cottrill oversaw negotiations, while Snow led negotiations for Activision Blizzard.

OWL’s second season starts Feb. 14.

Ben Fischer is a staff writer for Sports Business Daily, where this article first appeared.