Boost Protein, the drinks brand from Hindustan Unilever Limited (HUL), has joined hands with the Chennai Esports Global Championship (CEGC) as the official “Powered By” partner.
The partnership was brewed up by Boost’s team and WPP Media’s Team Fulcrum, who saw esports as the perfect platform to tell a modern story about determination, consistency, and staying power. CEGC is India’s first international esports championship supported by a state government, organised by the Sports Development Authority of Tamil Nadu (SDAT) and Skyesports.
Read more: Skyesports cancels Tier 1 CS2 plans, pivots to Tier 2 ecosystem
Speaking about the partnership, Zakir Karim, VP of Lifestyle Nutrition at HUL, said that esports perfectly mirrors Boost’s values. “Esports is not just about quick reflexes or winning a match. It is about consistency, preparation, and the ability to perform under pressure. These are the same qualities we have always celebrated with Boost Protein. The CEGC is the perfect platform to reflect that spirit.”
Shiva Nandy, Founder and CEO of Skyesports, stated, “Partnering with Boost Protein strengthens that vision, as it brings together a legacy performance brand with one of the fastest-growing communities of young competitors. This collaboration represents the new intersection of sports, mainstream brands, and digital culture, and we are proud to lead that transformation from Chennai to the world.”
The CEGC tournament organised by Skyesports takes place at Chennai’s Jawaharlal Nehru Indoor Stadium, featuring two of the biggest competitive titles in gaming, Counter-Strike 2 (CS2) and Battlegrounds Mobile India (BGMI), with a ₹1 crore prize pool (approx. $113,000 USD) up for grabs.
The main goal behind the Tamil Nadu Government supporting the Chennai Esports Global Championship is to put Chennai on the global esports map. Apart from the competition, the event’s main goals are to build a strong community, encourage cultural exchange, and give young talent a platform to shine.
With the CEGC putting Chennai on the esports map, Skyesports is already thinking about what comes next. The company recently joined hands with the International Institute of Creative Technology (IICT) to help young people learn the skills needed to build careers in esports and gaming. All these moves specifically point out that the Indian esports scene is growing fast not just in competition, but in the educational field too.
