Publicis Sport & Entertainment to manage Dare Iced Coffee’s expanded esports partnership

By AdNews | 25 March 2022

ESL Australia, the local division of the esports company, today announced a renewed and expanded partnership with Publicis Sport & Entertainment client, Dare Iced Coffee.

Publicis Sport & Entertainment will manage the 18-month partnership, which will see Dare become the official non-alcoholic beverage partner of the ESL ANZ Champs and the League of Legends Circuit Oceania (LCO). It will see Dare Iced Coffee feature prominently across Australia & New Zealand’s biggest esports leagues through to 2023.

National Director of Publicis Sport & Entertainment, Will Koukouras: “As a foundation client of Publicis Sports and Entertainment, we are very proud of the ongoing partnership fostered between Dare and ESL.

"Long-term partnerships like these are made possible when you combine a brand like Dare, who is committed to providing a tangible uplift to gamers, and a rightsholder like ESL who consistently delivers an ongoing calendar of opportunities for the brand to engage.”

Dare Iced Coffee first enlisted Publicis Sport & Entertainment three years ago, with the aim of broadening the brand’s target audience from esports fans to also capturing casual gaming fans – collaborating with Publicis media agency Starcom.

Starcom Client Services Director, Anna Camuglia: “Publicis Sport & Entertainment and Starcom have again worked together to evolve the partnership, ensuring we continue to create a value exchange with a priority growth audience for Dare”.

Marketing Director at Bega Dairy and Drinks, Sharon Winton: “As a proud Aussie owned and made brand, we’re excited to continue our partnership with ESL and switch on the minds of Australian gamers with Dare.

"Mental clarity is crucial for success in esports, which makes Dare Iced Coffee a natural fit, giving players the pick me up they need to compete at the highest level. This partnership takes us to where our fans are, and where Dare’s real coffee kick really makes a difference.”

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus