# Esports Organization Partnerships Immortals and Mountain Dew are Partnering for eSports Content By Justin Lam | Published 2018-04-20 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/immortals-and-mountain-dew References: [esportsinsider](http://www.esportsinsider.com/2018/04/immortals-mountain-dew-partnership/) & [esportsobserver](https://esportsobserver.com/mountain-dew-sponsorship-with-immortals/) Venice, California-based esport team [Immortals](https://www.trendhunter.com/trends/danny-lopez) and [Mountain Dew](https://www.trendhunter.com/trends/xbox-game-pass-promotion) have entered a partnership that will lead to the creation of esports focused content by [Lionsgate](https://www.trendhunter.com/trends/mountain-dew-borderlands-motel). In addition to the video content, Mountain Dew will now be the official beverage for the team and will play a role in the organization's future endeavors at esports events. The Immortals and Mountain Dew partnership will be officially welcomed by players Dajuan “Shroomed” McDaniel, Jason “ANTi” Bates and Yong-min “Febby” Kim during a live stream on Mountain Dew's Twitch channel. The partnership between Immortals and Mountain Dew may not seem like a big deal, but the inclusion of Lionsgate to create content makes the partnership quite interesting. Lionsgate -- a major shareholder and strategic partner of Immortals -- will work closely with Mountain Dew in producing content for Immortals, which is set to include an unscripted esports series. Image Credit: Mountain Dew ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 54% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Games](https://www.trendhunter.com/games) ## Key Themes ### What Makes This Trend Stand Out - **Esports Content Creation:** The partnership between Immortals and Mountain Dew, with the involvement of Lionsgate, creates an opportunity for innovative and engaging esports content. - **Branding and Sponsorship:** Mountain Dew becoming the official beverage for Immortals opens up possibilities for disruptive branding and sponsorship strategies in the esports industry. - **Cross-industry Collaboration:** The collaboration between an esports organization, a beverage company, and a major entertainment company like Lionsgate demonstrates the potential for disruptive innovation through cross-industry partnerships. ### Sectors Adopting This - **Esports:** The partnership between Immortals and Mountain Dew highlights the continued growth and potential for innovation in the esports industry. - **Beverage:** The inclusion of Mountain Dew as the official beverage for Immortals presents opportunities for disruptive marketing and product integration in the beverage industry. - **Entertainment:** The partnership between Immortals, Mountain Dew, and Lionsgate showcases the increasing integration of the esports industry with the entertainment industry, opening up possibilities for innovative collaborations and content creation. ## Related on Trend Hunter - [Esports Nutrition Partnerships](https://www.trendhunter.com/trends/version1.md) - [Esports Nutrition Partners](https://www.trendhunter.com/trends/dairy-max.md) - [Esports-Branded Energy Drinks](https://www.trendhunter.com/trends/gbeat-energy-drinks.md) - [Esports Game Partnerships](https://www.trendhunter.com/trends/team-liquid.md) - [Indian Esports Partnerships](https://www.trendhunter.com/trends/godlike-esports.md) - [Latin American eSports Partnerships](https://www.trendhunter.com/trends/liga-latinoamerica.md) - [Eco-Beer Esports Partnerships](https://www.trendhunter.com/trends/bud-light-next-x-evo.md) - [Esports Expansion Agreements](https://www.trendhunter.com/trends/gentle-mates.md) - [Marketing-Centric Esports Deals](https://www.trendhunter.com/trends/fnatic-3.md)