As new product line launches go, this is surely a first.
PepsiCo, inc. has announced the newest drink in its Brisk iced tea range will become the title sponsor of eSports team OpTic Gaming.
Brisk Mate (intended to be pronounced Mah-tay after the South American drink Yerba Mate but let's face it, no-one in eSports is saying it like that) is a high-caffeine drink aimed at the young gaming demographic.
OpTic had begun suggesting a new energy drink sponsor some months ago after Red Bull's contract with the organisation lapsed and their sponsorship fell off all official branding.
Brisk, under the Lipton subsidiary of PepsiCo, became the 22nd brand to break $1bn annual revenue within the conglomerate.
In an announcement video posted to the OpTic YouTube channel, CEO and owner of the eSports organisation Hector "H3cz" Rodriguez explained that the team would hold some sort of weekly non-gaming competitions for fans.
The team then drove Go-Karts around a track and went paintballing accompanied by some totally lit trap music, because eSports.