Canadian esports company Amuka Esports has signed a partnership with organic energy drink brand GURU Organic Energy.
Financial terms and duration of the deal were not disclosed.
Under the terms of the deal, GURU will provide Amuka Esports players with its line of “organic, plant-based energy drinks.” The companies will also work together on social media-based activations such as “social media challenges” that champion the message of a balance between gaming and enjoying the outdoors. The campaign, which will run from March 18 – April 22, will champion balancing good gaming with healthy outdoor activities under the #Gurugoodenergy hashtag and will ask participants to submit videos of themselves engaged in outdoor activities. Participants will be eligible to win a GURU longboard.
GURU energy drinks will also be available for purchase at Amuka Esports-owned venues such as Waves Gaming in Toronto and EZY Mode in Windsor, Ontario.
GURU’s focus is on creating products that are plant-based and organic. For example, the caffeine in its products comes from the “infusion of green tea,” according to the company.
Amuka Esports operates tournaments in Canada, owns several venues in Ontario, as well as several teams including Swedish Counter-Strike: Global Offensive team Dragonborn Esports and Canada-based Parabellum Esports.
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