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Dare Iced Coffee partners with 2018 Gfinity Elite Series Australia

Dare Iced Coffee is excited to announce that it has partnered with Gfinity Esports Australia for the 2018 Gfinity Elite Series Australia, as Series Major Partner.

Dare Iced Coffee partners with 2018 Gfinity Elite Series Australia

4 June 2018: Dare Iced Coffee is excited to announce that it has partnered with Gfinity Esports Australia for the 2018 Gfinity Elite Series Australia, as Series Major Partner. The new esports tournament will launch in June 2018.

Gfinity Esports Australia's entry into the Australian esports scene as a new level of quality entertainment and professional gameplay aligns with Dare Iced Coffee’s proposition to be the drink that enables players and fans to “Drink it Through”. Dare is the real coffee kick that helps players and fans be on top of their game.

Dare Iced Coffee will be supplying Australia’s favourite iced coffee to players across the Rocket League, CS:GO and Streetfighter V matches within both seasons of the Gfinity Elite Series Australia in 2018.

The Dare Iced Coffee “Drink it Through” campaign will be integrated across the Gfinity Elite series 42 live broadcast events. 

Darryn Wallace, Director of Marketing & Innovation at Lion Dairy & Drinks, who owns and manufactures the Dare Iced Coffee brand said it was the perfect partnership for Dare Iced Coffee.

“We are really excited about this opportunity and see it as a way to reach a highly relevant and engaged audience in a way that is entirely aligned to the brand proposition,” he said. 

Dominic Remond, CEO of Gfinity Esports Australia, said of the announcement: “We are extremely pleased to have Dare Iced Coffee join the inaugural Gfinity Elite Series Australia, as a Series Major Partner across all three of our game titles in 2018.

“Dare Iced Coffee is a perfect fit for the gaming community because players can’t afford to have their heads all over the place when it comes to planning their game strategy,: Dominic said.  “We are excited by the content integration and promotion opportunities that we can deliver to the vast online audience. This is an exciting step, following on from our news earlier in the year announcing Dell as Presenting Partner for the Series.

“Given the Gfinity Elite Series Australia will broaden the audience of esports fans in Australia, as well as creating new heights for esports entertainment, I’m delighted that Dare Iced Coffee has identified this partnership as the best way to promote their market-leading brand with the highly sought-after esports audience.”

The Gfinity Elite Series Australia presented by Alienware kicked off at the weekend, with the competition running for seven weeks. Watch all games across the weekend, live online via twitch.tv/gfinityau. Rocket League matches will also broadcast live on Network Ten’s ONE each Sunday at 10am AEST.

 

ENDS

 

For media queries, please contact:

Robyn Riley
External Relations Manager, Lion Dairy & Drinks

Tel:        +61 3 9188 6177

Mob:     +61 419 255 118

E-mail:  robyn.riley@lionco.com

 

About Dare Iced Coffee

Nationally, Dare Iced Coffee is the #1 Iced Coffee brand[i], selling 127 units every minute[ii]. Dare Iced Coffee Double Espresso was also named the Champion Flavoured Dairy Drink at the prestigious 2018 Australian Grand Dairy Awards! Dare Iced Coffee has a number of flavours including Espresso, Double Espresso, Mocha and Raw. Dare Iced Coffee has also recently entered into the Cold Brew segment with the launch of Dare Cold Pressed. This fancier fix made with 100% Arabica beans and all natural ingredients is available in both Latte and Strong Latte variants.

Did you know? Dare holds 36% share of the convenience milk beverage market and a 23% share of the grocery milk beverage market in Australia.i

 

About Gfinity Esports Australia:

Gfinity Esports Australia, was established by HT&E Events and Gfinity Plc, in August 2017, to launch Australia’s first city-based franchise league, the Elite Series presented by Alienware.

Gfinity Esports Australia will deliver Australian gamers and fans, a clear and structured competitive framework within Australian esports. The Elite Series presented by Alienware will see city-based franchise teams compete weekly in front of a live audience at a dedicated esports arena within the Hoyts Cinema Complex at Sydney’s Entertainment Quarter. Competing across iconic game titles: Counter Strike Global Offensive, Street Fighter V and Rocket League, for a share in the some of the largest prize pools in Australian Esports history. Each event will be broadcast live across multiple platforms.

As well as the Elite Series, an online competition, the Challenger Series presented by Dell Gaming, will launch in January 2018. Open to all gamers, the Challenger Series presented by Dell Gaming will be the battleground for amateur players to compete against each other, to win the chance, via a player draft, to play alongside the pros in the Elite Series presented by Alienware. The Challenger Series presented by Dell Gaming represents the grassroots pathway seen in traditional sports, but not yet seen in Australian esports.

 

 

[i] IRi scan data, Total Dare Value, Grocery & Convenience Australia, MAT to 08/04/18

[ii] IRi scan data, Total Dare Units, Grocery & Convenience Australia, MAT to 08/04/18