Solidifying its position as the drink of choice for most gamers, Mtn Dew has created an amateur gaming competition that gives teams a chance to qualify for a position in a professional competition.
The amateur gaming competition works with 24 teams competing over the course of eight weeks. The best teams in North America and Europe will each be able to compete in the ESL Pro League in its 'ESL Counter Strike: Global Offensive' season. By giving amateur competitors a shot at a professional competition, Mtn Dew is able to uphold its support for the gaming and esports community.
By positioning itself as the main supporter of gamers, Mtn Dew is able to create a reciprocal relationship between itself and the enormous gaming demographic.