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Dr Pepper Uses Sponsorships To Penetrate The eSports Gaming World

April 10, 2018: 12:00 AM EST
Multi-player video game competition – known as eSports – is increasingly supported at the professional level by corporate sponsorships. About 60 percent of the revenue generated in 2018 will come from sponsorships, some of which are more successful than others. Team SoloMid recently announced that Dr Pepper Snapple Group has become a sponsor for all its competitive teams, joining other non-endemic (i.e., non-gaming related) brands Gillette and Geico. Another team, FlyQuest, recently announced that its squad would wear the logos of Snickers and 5-Hour Energy. The idea behind the sponsorships is target marketing. Dr Pepper’s media VP recently said the company has a clear goal: to reach a younger audience in a way that “felt authentic.” Blaise D’Sylva said. “We want fans to be exposed to Dr Pepper in an environment that’s relevant to them.”
"What Brands can Learn From the Dr Pepper/Team SoloMid Sponsorship", Esports Business Solutions UG , April 10, 2018, © Esports Business Solutions UG
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