Boost Mobile has signed on to become the ELeague's first official wireless sponsor. The deal marks a return to esports for the carrier more than a decade after it sponsored the Boost Mobile MLG Pro Circuit in the '00s. Boost branding will be included in ELeague Cup, a $150,000 purse "Rocket League" tournament that begins tomorrow with coverage on Twitch. The tournament, ELeague’s first in the popular cars-playing-soccer title, is notable because all live competition will streamed on Twitch, with TBS programming limited to a three-part features series documenting the teams and storylines of the event. Boost branding will appear on the ELeague’s commentator desk, within its “AdTracker,” which shows commercials without interrupting play coverage and promotion across ELeague social platforms and on TBS. Boost will use ELeague to push its “Project Switch” campaign, hoping to reach young viewers who are not committed to their current cell service, said Turner Senior VP/Sales Seth Ladetsky. “Who would switch carriers? If you’re a little older, you get stuck in your ways, but (esports fans), if you have the right message and the right values, they’ll switch,” he said. Boost Dir of Brand Strategy & Marketing communications Peiti Feng said the company wants to provide its target audience “the best experiences, not only in mobile but also in entertainment and pasttimes like esports.” Terms were not disclosed. ELeague’s sponsor portfolio now includes Boost, Geico, Domino’s, HyperX, Cheez-It and Dell Alienware.
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