The Coco-Fuzion 100 portfolio comprises four variants - Natural, Mango, Lime and Raspberry

The Coco-Fuzion 100 portfolio comprises four variants - Natural, Mango, Lime and Raspberry

UK drinks firm C7 Brands has become the latest company to partner with the growing e-sports market, after signing a deal for its Coco Fuzion 100 coconut water brand.

The company said today that the brand has become the official hydration partner of the Astralis e-sports team in Counter Strike: Global Offensive. According to C7, professional video games tournaments are watched by 300m people a year. "This is expected to rise to 500m by 2020," the company said.

C7 announced the sponsorship - for an undisclosed sum - as part of a wider plan to roll out to new markets. Coco Fuzion 100 is available in the UK off-premise as well as in leisure and gym outlets. The brand is available in Scandinavia and Spain with a launch in the US scheduled for this month.

"Consumer demand for coconut water has boomed, mainly driven by an AB1 female demographic," said C7 Brands CEO Stephen Barton. "Our flavour profile, pack size and investment plans are geared to broaden that audience across all demographics, especially given the opportunity created by the impending sugar tax and coconut water's ... health benefits. Not only is coconut water a healthy alternative to fizzy drinks, it's naturally isotonic, making it a great alternative to the sugary sports drinks out there at the moment."

Coco Fuzion 100's product range includes 25cl carbonated cans and 33cl still sports drinks in four flavours: Natural, Raspberry, Lime and Mango.

C7's e-sports play follows similar moves major drinks players. Last year, PepsiCo took its AMP Energy brand into e-sports and gaming for the first time through a link-up with live streaming platform Twitch.

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