In the multiyear pact, Coca-Cola gets exclusivity with the Overwatch World Cup.ACTIVISION BLIZZARD
Coca-Cola signed an expansive deal with Activision Blizzard Esports Leagues to become the official non-alcoholic beverage of Overwatch League and all other Overwatch properties. It is the first OWL sponsorship deal that takes full advantage of the game developer's total control over the game's intellectual property. In the multiyear pact, Coca-Cola gets exclusivity with all 20 OWL teams, the Overwatch Contenders league, the open division, the Overwatch World Cup, the annual BlizzCon and collegiate events. “When we showed them the data points about how the people who play Overwatch are also the fans of the esports, what we’re doing at the league level, their perspective became, ‘If we really want to do this the right way, then let’s be a partner of the entire ecosystem,’” said Activision Blizzard Esports CRO Brandon Snow. He declined to disclose terms, but a source said it covers three years. Coca-Cola products will be served at OWL events when Activision Blizzard controls the venue, and league officials will attempt to facilitate a pouring deal between Coca-Cola and any other venue that may host games if possible. The league is experimenting with running some games at teams’ local venues this year, and teams have said they are planning to run full home schedules in '20. Details of how Coca-Cola will promote its rights will be disclosed in the coming weeks, Snow said. Coca-Cola Classic will be the primary brand focus point, but the deal allows for other products to be featured. Coca-Cola Senior VP/Strategic Marketing Geoff Cottrill oversaw negotiations, while Snow led talks for Activision Blizzard. Bobby Kotick, the CEO of Activision Blizzard, has served as a director for Coca-Cola since '12.
