The Kraken Black Spiced Rum signs one year deal with Eleague

The Kraken Black Spiced Rum has inked a one-year deal with ELeague, the esports organisation owned by US media company Turner and the IMG agency.

The sponsorship is believed to be the first major agreement that an esports organisation has struck with a hard liquor brand.

The Kraken Rum will benefit from branded content integration across all ELeague programming and content on television, digital and social.

The two parties will launch the ELeague Kraken Boss Battle, a custom feature where professional players and fans can compete against each other.

“Growing into one of the preeminent esports brands, ELeague has provided advertising partners – both endemic and non-endemic – with an expanding canvas of innovative marketing opportunities that tap into the passion of our fans,” Seth Ladetsky, senior vice-president of sales for Turner Sports, said.

“That is exactly what we are doing with The Kraken Rum, and we are excited to introduce them into the space and to our highly-engaged fan base.”