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Font Vella to sponsor Team Queso, x6tence, Mad Lions, Vodafone Giants

Spanish bottled water brand Font Vella has signed a quartet of new partnerships with four Spanish esports teams.

Under the deals, Font Vella will become the Official Hydration Partner of Team Queso, x6tence, Mad Lions and Vodafone Giants, with rights to market its products using co-branded packaging.

As part of the campaign, Font Vella will release 1.6m limited edition, co-branded bottles.

Font Vella will also give away prizes based on codes printed on the bottles. The prizes include visits to the teams’ training centres and tickets to the Gamergy gaming festival in June.

Caldia Billstein, marketing manager at Font Vella, said: “We launched Font Vella Gamer with the aim of connecting with a new target, with its own language and interests. We have joined with esports to inspire healthy habits and healthy hydration. For that, we want to look for different, fun, and inspiring experiences.”

Font Vella is owned by Aguas Danone, the Spanish water division of multinational food products company Danone.

All four partnerships were negotiated by the Play the Game agency.