Immortals have entered a partnership with Mountain Dew to make it the official beverage of the esports organisation. Together, the companies are planning both digital and live activations, including “extensive programming” on Mountain Dew’s Twitch.

Players who compete for Immortals in games such as Dota 2, Super Smash Bros., and mobile titles such as Clash Royale and Arena of Valor, will feature into esports events devised by Mountain Dew. This includes the Dew Tour and the Mountain Dew League.

Noah Whinston, CEO of Immortals discussed the partnership in a statement: “This partnership represents the tip of the spear of what Immortals and Mountain Dew endeavour to accomplish together. We’re incredibly excited about the brand’s desire to focus on content and activation, delivering real value to current and future Immortals fans through innovative asset creation and deployment. We’re looking forward to releasing more details about what fans can look forward to in the next few months.”

Manos Spanos, PepsiCo VP of Marketing, Global Flavors also commented: “PepsiCo’s investment in esports exists to give both casual and professional gamers unique and entertaining experiences. Authenticity is key for us, especially with the core Dew millennial audience, and Immortals has repeatedly demonstrated a remarkable ability to connect honestly with millennial esports fans. They are an ideal partner as we seek out innovative ways to engage audiences around the world with unprecedented stories featuring Mountain Dew.”

This partnership will also see Mountain Dew, Immortals, and Lionsgate – a major shareholder and strategic partner of Immortals – will work together to create several pieces of content and properties. This includes a pilot for an unscripted esports series that provides behind-the-scenes coverage of Immortals’ players.

Peter Levin, Chairman of Immortals said: “This marketing collaboration reflects the tremendous synergies between Lionsgate’s content platform and the booming esports market. When Lionsgate first invested in Immortals, we envisioned a broad range of premium content opportunities, and we’re thrilled to partner with a world-class consumer brand with enormous resources to help turn this vision into reality.”

Super Smash Bros. players Dajuan “Shroomed” McDaniel and Jason “ANTi” Bates, as well as Dota 2 player Yong-min “Febby” Kim, will be streaming on Mountain Dew’s Twitch. Immortals welcome Mountain Dew to its roster of partners, which also includes Estarz, LF Gaming, and Bloody.

Esports Insider says: It appears as if Immortals and Mountain Dew are looking to make the most of their new-found partnership, and a well-executed esports show instantly piques our interest. We’re glad to see Mountain Dew continuing its time in the industry.