Berlin International Gaming (BIG) has announced a new partnership with LevlUp, a gaming-themed drink brand. The collaboration sees LevlUp become the organisation’s Official Performance Drink Partner.
The partnership will focus on supporting BIG’s elite squads competing in Counter-Strike 2 (CS2), Trackmania, and Fortnite. As part of the agreement, LevlUp has secured a prominent logo placement on the shoulder area of the BIG jersey.
The collaboration also includes a content strategy involving community events, social media activations, and player appearances across BIG’s channels. LevlUp will also supply beverages to the BIG Bootcamp and the Esport Factory Berlin.
A further initiative of the partnership is the planned development of exclusive BIG flavours, which will be co-created by LevlUp experts and BIG’s professional players.
The stated joint aim is to strengthen grassroots esports in Germany and make the scene more accessible for fans. The partnership was initiated and guided by the BrightUp agency.
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Daniel Finkler, CEO of BIG, commented on the alliance, stating, “LevlUp is a perfect fit for BIG, sharing our focus on performance and community. It’s a strong statement to see one of Europe’s leading gaming drink brands invest so clearly in German esports. Together, we’ll create unique formats that truly add value for our fans.”
Echoing this sentiment, Niels Hoffmann, Head of LevlUp, said, “LevlUp, Europe’s leading gaming drink brand, is thrilled to partner with one of Europe’s most successful esports organisations, BIG. Together, we want to support the esports scene with our products and build something great.”
This new partnership arrives during a period of sustained commercial activity for the German organisation. BIG has recently reinforced its sponsor portfolio by renewing partnerships with BWI GmbH and SkinBaron, alongside extending sponsorship agreements with Philips OneBlade and Acer Predator. In a landmark move for the German esports industry, the organisation has also secured a partnership with GreenMedical, a cannabis company.
