Esports event organizer and production company BLAST has unveiled a partnership with three alcoholic beverage brands—Absolut Vodka, Ballantine’s Scotch, and Jameson Irish Whiskey—ahead of the upcoming BLAST.tv Paris Major 2023.
This collaboration will witness the three brands develop fan and staff activations in both physical and virtual spaces during the Paris Major. Owned by Pernod Ricard, a French conglomerate specializing in spirits and wine production, this marks the first-ever esports partnership for Absolut, Ballantine’s, and Jameson. Pernod Ricard is also responsible for Chivas Regal, Havana Club, and The Glenlivet.
The partnership represents a unique occurrence in esports, as spirits and hard liquor brands are less common in the industry. While beer brands like Bud Light and Heineken have already made their way into esports, this alliance is among the first to involve whiskey and vodka brands partnering with a prominent esports entity.
The companies did not mention whether alcoholic beverages would be available during the event. Instead, the partnership will focus on activations during the tournament, watch party activations in various markets, digital branding, broadcast content integration, and social giveaways. It remains unclear if alcoholic brands will be offered to attendees as part of these experiences or activations.
Speaking on behalf of Absolut, Ballantine’s, and Jameson, Tom Elton, Ballantine’s Global Head of Culture & Partnerships, said, “Our brands are all about the shared moments in life, and with esports at the center of new communities across the globe, we are delighted to announce Absolut, Ballantine’s, and Jameson’s partnership with the BLAST.tv Paris Major 2023.” He added that the championship would take place in Pernod Ricard’s home country of France, where online gaming continues to grow in popularity.
The BLAST.tv Paris Major is scheduled for May 2023 at the Accor Arena, known as the venue for the Paris Masters tennis tournament. The event will be the last-ever CS:GO Major and will be broadcast in over 100 territories and 24 languages.
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