Immortals and Mountain Drew reveal new partnership

Esports organisation Immortals has announced a "comprehensive partnership" with soft drink Mountain Dew, meaning that this is their first ever 'official beverage'. This isn't the drink's first foray into esports either, as their Mountain Dew League is already an established and successful competition for aspiring CS:GO pros.

Immortals CEO Noah Whinston said: "This partnership represents the tip of the spear of what Immortals and Mountain Dew endeavor 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."

The pair are planning many digital and live activations, including content on Mountain Dew's Twitch channel, with Immortals players from various teams being included in these esports events like Dew Tour and the Mountain Dew League.

What's more is that Mountain Dew, Immortals, and Lionsgate (Immortals' strategic partner) are set to collaborate on "several premium content initiatives and properties as part of the partnership", including a pilot for an unscripted series on esports showing behind-the-scenes content from Immortals and the players.

Do you think the partnership is a good fit for both parties?