Coca-Cola Signs Multiyear Deal With Activision Blizzard, OWL

Coca-Cola has signed an expansive deal with Activision Blizzard Esports Leagues to become the official non-alcoholic beverage of Overwatch League 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 sport property depends on.

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 has been in esports and gaming before, working with Riot Games’ League of Legends in '16 and integrating with EA Sports’ FIFA title in '17 and '18. Activision Blizzard CEO Bobby Kotick has served as a director for Coca-Cola since '12. Coca-Cola Senior VP/Strategic Marketing Geoff Cottrill oversaw negotiations, while Snow led negotiations for Activision Blizzard.

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