The Coca-Cola Co will host its first Irish e-sports tournament next month.

The Coca-Cola Football Manager 2021 Copa Challenge starts on 1 October and will see gaming influencers compete on the Football Manager video game. The month-long tournament, streamed on video game viewing platform Twitch, will be supported by a dedicated Coca-Cola website where fans can interact with the players.

Additionally, the tournament features a partnership with food delivery service Just Eat, offering exclusive discounts.

The activation is a partnership between Coca-Cola and London-based e-sports company GFinity.

Coca-Cola HBC Ireland & Northern Ireland’s head of e-commerce, Annmarie Markey, said: “With a gaming community of 2.7m in Ireland, e-sports offers exponential opportunities for growth for the Coca-Cola system and our portfolio and we are immensely proud to be the first leading drinks brand to launch an e-sports sponsorship here.”

Coca-Cola is involved in e-sports leagues around the world. Last month, the company announced it was “revisiting” its sponsorship of the Overwatch League esports tournament following a harassment lawsuit brought against the competition’s owner, Activision Blizzard.

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