PepsiCo announces partnership with ESforce Holding
PepsiCo and ESforce Holding have signed a cooperation agreement concerning Team Virtus.pro.
May 18, 2017, Moscow – The PepsiCo company has announced the start of its partnership with ESforce Holding, a leader in the CIS esports market. Their first project will be a partnership between the Adrenaline Rush® brand and the leading esports organization Virtus.pro (part of ESforce Holding) in the 2017/18 season.
The agreement was signed for a year, with potential for extension. The Adrenaline Rush® brand logo will appear on Virtus.pro uniforms in every one of its rosters—Counter-Strike: Global Offensive, Dota 2, League of Legends, and Hearthstone.
Players from the leading esports team Virtus.pro will be taking part in various Adrenaline Rush® brand marketing events. Under the partnership agreement, Adrenaline Rush® and Virtus.pro will work jointly on creating unique content for the brand’s online channels and the teams’ social network pages, whose combined monthly audience reach is over 20mln.
According to PayPal and Superdata, 2016 saw the Russian esports market become one of Europe’s top ten in revenues, at $35.4mln US dollars. There are over 60 million gamers in Russia, 10mln of which make up the country’s esports audience. Over 30mln viewers throughough the world watched Virtus.pro matches in 2016.
Anatoly Gordeev, Director of marketing for energy drinks, PepsiCo: “2016 was the beginning of an esports era in the history of Adrenaline Rush®. The brand broke new ground as it successfully organized the Russia-wide Adrenaline Open Cyber Cup and launched the Adrenaline Cyber League for professional esports players. In this new season, together with Virtus.pro who are one of the strongest teams, the Adrenaline Rush® brand will be even closer to the dynamically growing esports audience, energizing it for success.”
Roman Dvoryankin, General manager, Virtus.pro: “I am very pleased to welcome PepsiCo, one of the world leaders in the beverage and food industry, as our key partner. I am sure that their immense experience and the media potential of our players will combine to help all of us towards reaching the goals and objectives we set ourselves.”
About the Adrenaline Rush® brand
Adrenaline Rush® is a premium, tonic, non-alcoholic energy drink manufactured by PepsiCo, introduced to the Russian market in 2002. Adrenaline Rush® contains tonic ingredients as well as vitamins. The beverage does not contain artificial flavorings or artificial colorants.
The Adrenaline Rush® brand slogan is “The Absolute Energy of Your Success.”
Since 2016, the brand has been an organizer of esports competitions.
About PepsiCo in Russia
The PepsiCo company is Russia’s largest manufacturer of food and beverages*. The company’s central and regional offices, and its many production facilities, employ over 20,000 people.
Today, PepsiCo has the leading positions in the carbonated, non-carbonated, and energy drink segments, with the trademarks Pepsi®, 7UP®, Mirinda®, Adrenaline Rush®, Russky Dar and others; on the chips and snacks market (Lay’s®, Cheetos®, KhrusTeam), in the juice and nectar segment (Ya, Fruktovy Sad, J7®, Lyubimy and others), on the dairy market (Domik v Derevne, Vesely Molochnik, Chudo, Bio Max®, Imunele), baby food market (Agusha and Chudo Detki), as well as in the bottled water segment (Aqua Minerale, Yessentuki, Rodniki Rossii).
PepsiCo is Russia’s largest industrial processer of potatoes and one of the largest processers of raw milk. The company invests significant funds in implementing programs aimed at increasing the efficiency of potato and milk suppliers, increasing the quality and securing the growth of supply volumes of the raw materials.
Additional information about the company is available online at www.pepsico.ru
*Source: Expert RA rating agency ranking of the largest companies by product sales volume (RAEX-600), 2015
About ESforce Holding
ESforce Holding is one of the world’s largest esports organizations, and the leader in electronic sports in Russia. ESforce is a holding company that integrates all key areas of the esports business, from organizing international tournaments and professional content creation to publishing and advertising activities, as well as online retail sales of esports-themed merchandise.
ESforce owns over 180 popular online resources with a combined audience of 16mln followers and 96mln annual unique visitors, which provide an 80-percent reach to esports broadcast viewers in Russia and the CIS, as well as access to a significant share of relevant international audiences.
Virtus.pro is Russia’s oldest eSports organization. Founded in 2003, it is the winner of more than ten world championships in Counter-Strike. It currently includes the world’s strongest Counter Strike: Global Offensive team and an up-and-coming Dota 2 lineup. The club also has a League of Legends and Hearthstone roster.
PepsiCo Brand PR