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Evil Geniuses extends decade-long Monster Energy partnership

North American esports organisation Evil Geniuses has extended its decade-long partnership with energy drinks brand Monster Energy.

Exact details as to what activations will take place as part of the new deal have yet to be revealed. However, the esports organisation has confirmed that it is a multi-year extension. 

Photo credit: Evil Geniuses

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Nicole LaPointe Jameson, CEO of Evil Geniuses, commented: “EG and Monster Energy’s partnership has been a constant in an industry rife with change.

“Consistently fuelling our players, fans, and organisation through championships and world-class initiatives on and off the stage, we couldn’t be more proud to have Monster Energy alongside us through it all as one of the longest-running team partnerships in esports and as a member of the EG family.”

Evil Geniuses has secured a range of partnerships and extensions over the last few months. In 2021 so far, the organisation has partnered with Coinbase, POINT3, Bud Light, and Elysian Brewing, among others. 

Meanwhile, Monster Energy’s commercial portfolio includes the likes of Fnatic, Alliance, NAVI, and PSG.LGD to name a few.

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“We are extremely proud to celebrate a decade of game-changing collaboration between Monster Energy and Evil Geniuses,” added Monster Energy’s CMO Dan McHugh. “We’ve loved growing with Evil Geniuses in the world of esports over the last 10 years and look forward to continuing levelling up together.”

Esports Insider says: There are very few esports partnerships that last 10 years, with Team Liquid’s collaboration with Alienware being one of the only other major deals we can recall. Given the relationship between Evil Geniuses and Monster Energy, it comes as no surprise to see a multi-year extension announced. 

Very few details regarding the partnership have been revealed and so it’ll be interesting to see if Monster Energy’s brand gains more of a presence on EG’s platforms due to the extension. 

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