The partnership deal will see Doritos’ branded content distributed and promoted across the Southeast Asian organization’s large fanbase.

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Arisara Taksavaja, Brand Manager of Doritos, PepsiCo, commented: “We’re incredibly fortunate to be working with a brand that truly understands their community. Bacon Time authentically engages with their fans and their social media leverage to connect with consumers.

“This level of authenticity is exactly what we are looking for. Sharing the same personality and target audience, this partnership was a natural fit for us.”

According to the release, the collaboration aims to foster long-lasting brand awareness among the millennial generation in Thailand.

Charlie Baillie, Chief Strategy Officer of Ampverse, said: “This unique collaboration stands aligned to what we believe is the evolution of esports as a consumer lifestyle. We’re thrilled and ready to help bolster the brands of tomorrow.

“The team at Doritos have given us a reason to further develop creative and innovative ways for brands to communicate with their consumers through the things they love. We’re excited to see what the partnership between Bacon Time and Doritos has in store for the generation we cater to.”

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Owned by Southeast Asian esports firm Ampverse, Bacon Time has recently joined hands with a variety of lifestyle and consumer brands, including fast-food franchise KFC, streetwear brand Auntys Haus and online food and grocery delivery platform Foodpanda.

Esports Insider says: This marks yet another notable addition to Bacon Time’s growing roster of partners, while for Doritos, it’s the first deal signed with an esports organisation. The brand previously supported a variety of esports events, including partnering with Twitch for the Battle Royale event for TwitchCon and becoming an official partner of the DreamHack Summer expo.

The new athleisure range is designed collaboratively for a look and feel that combines esports and streetwear culture, premium fabrics, and varsity-style graphics and has a comfortable cut suitable for daily wear.

“This unique collaboration is a great reflection of the evolution of esports as a lifestyle. Nick and the Auntys Haus team bring a unique creative style and a relatable aesthetic through colourful ready-to-wear collections which align well with the Bacon Time brand vision,” says Ampverse chief executive officer Ferdinand Gutierrez.

Source: esportsinsider.com