GGTech Partners With Costa Coffee: Mexico

Key insights

6 takeaways

01
GGTech Entertainment has partnered with Costa Coffee, a Coca-Cola Company brand, to integrate the brand into UNIVERSITY Esports and GAMERGY events in Mexico.
02
The partnership includes brand activations and the development of a custom, brand-focused map within the game Fortnite.
03
UNIVERSITY Esports is a global collegiate circuit operating in 26 countries across four continents, involving over 100,000 students from more than 2,000 universities.
04
GAMERGY is a gaming and esports event series that originated in Spain and expanded into the Mexican and Argentine markets in 2022.
05
Financial terms of the agreement between GGTech and Costa Coffee were not disclosed.
06
This deal follows a recent partnership between GGTech and gaming peripherals company Redragon Latinoamérica for the UNIVERSITY Esports Mexico circuit.

Summary

GGTech Entertainment has entered into a strategic partnership with Costa Coffee, a brand owned by The Coca-Cola Company, to integrate the coffee chain into its esports ecosystem in Mexico. The collaboration focuses on enhancing brand visibility through activations at UNIVERSITY Esports and GAMERGY events. While the financial terms of the agreement remain undisclosed, the partnership includes the development of a custom, branded Fortnite map designed to engage consumers within the gaming space.

The initiative leverages GGTech’s extensive reach in the collegiate esports sector, which currently involves over 100,000 students across more than 2,000 universities in 26 countries. By incorporating Costa Coffee into these established platforms, the partnership aims to bridge the gap between traditional consumer brands and the competitive gaming demographic. This move follows a broader trend of commercial expansion for GGTech, which recently secured a partnership with Redragon Latinoamérica for its Mexican collegiate circuit.

The scope of this collaboration is primarily focused on the Mexican market, utilizing both the UNIVERSITY Esports collegiate circuit and the GAMERGY event series as primary touchpoints. These platforms serve as key venues for GGTech to facilitate brand activations and digital engagement strategies. The partnership underscores the ongoing professionalization and commercialization of collegiate esports, as organizers continue to attract major consumer brands to reach a younger, digitally native audience.