The esports team of French football giants Paris Saint-Germain (PSG) have announced sponsorship deal with American energy drink brand Monster Energy.
Under the terms of the one-year deal, PSG.LGD’s playing kits will now feature the Monster Energy logo throughout the course of the Dota 2 competitions in which the Ligue 1 club is taking part.
The move marks the first esports-specific sponsorship deal concluded since PSG announced its association with Chinese organisation LGD Gaming.
The release of the partnership comes as PSG prepare to take part in The International for the first time. The Dota 2 tournament is the world championship of Valve’s multiplayer online battle arena video game, taking place from 15th to 25th August in Vancouver.
Yassine Jaada, esports manager at Paris Saint-Germain, said, “Monster is part of those referent brands on the esports world stage. This brand is the one Paris Saint-Germain eSports needed to sustain its legitimacy and validate the project we started with LGD few month ago.
“We are proud of that trust and are now looking forward to growing alongside Monster Energy.”
Fabien Allègre, director of merchandising and diversification for Paris Saint-Germain added, “For the past four months, our Dota 2 team has been keeping improving and achieving great performances. We are pleased today to welcome Monster Energy in the PSG eSports family and share this pioneering adventure that Paris Saint-Germain started almost two years ago.”
“Together, we will work to promote our respective brands amongst young people in China and around the world.”
Monster’s footprints in the esports industry includes partnership with teams including Alliance, Fnatic and Evil Geniuses.