Food and beverage brands continue to invest more in the growing esports space. 

Food and beverage brands continue to invest more in the growing esports space. Coca-Cola signed a multiyear entitlement partnership with e-NASCAR, the esports arm of the car racing association, while Mars’ Snickers recently acted as the presenting sponsor of Madden NFL 20 Club Championship, an esports tournament hosted by video game maker Electronic Arts. According to an Institute of Food Technologies study, 74% of 18-to-24-year-olds say they often snack between meals, pointing to why brands like Coke and Snickers are vying to establish themselves in the world of esports. (Marketing Dive)