How Dr Pepper activates its eSports sponsorship

Dr Pepper, the soft-drinks brand, is using a nuanced strategy as it pursues eSports marketing.

Blaise D’Sylva, vp/media and entertainment, Keurig Dr Pepper

Dr Pepper made a bold eSports play earlier this year, when it signed on as a sponsor for Team SoloMid (TSM), operator of professional teams across big-name franchises like “League of Legends”, “Fortnite” and “Super Smash Bros”.

Alongside enabling Dr Pepper to reach a youthful cohort of gaming enthusiasts, the tie-up built on a sponsorship portfolio that was previously centered around college football. But even as both sports programs reach out to the same millennial audience, maximizing the return on its eSports programs will require a very different marketing strategy...

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