- NRG’s latest sponsor is Sneak, a brand that makes energy drink powder mixes.
- The companies are collaborating on content, with Sneak also teasing competitions and merchandise drops.
- NRG president Brett Lautenbach said the team puts a priority on seeking partners that are “a good cultural fit.”
NRG Esports 
has added energy drink brand Sneak as its latest sponsor, with both companies announcing the partnership via Twitter on Friday.
Sneak is sold as a sugar-free powder, which is mixed with water to create the drink. The packing is labeled “in-game energy,” with other gaming-centric references seen on the website. According to Sneak’s Twitter account, the collaboration with NRG will yield content, competitions, and merchandise.
The Esports Observer spoke with NRG president Brett Lautenbach following the announcement, and he said that Sneak’s “cultural vibe” and merchandise aesthetic really resonated with him. “Seeing some of that stuff and the care and thought that is going into it, I thought that this could be a really cool partnership,” he said. “These guys seem to have a similar vibe and sensibility.”
Lautenbach confirmed that NRG and Sneak are working on “a lot of content” together, and while NRG typically creates its own in-house content, he said he was excited to see Sneak produce this collaborative work. The content will include behind-the-scenes videos and player profiles. NRG fields teams across a variety of games, including Counter-Strike: Global Offensive , Fortnite , Rocket League, and Apex Legends, and is the organization behind the Overwatch League’s
San Francisco Shock .
Related Article: Hyperice Continues Push into Esports With San Francisco Shock Deal
NRG has increasingly put a priority on securing partners that are “a good cultural fit,” said Lautenbach, and that much like other recent partners such as Netgear’s Nighthawk brand and Hyperice with the Shock, Sneak met those requirements.
“It’s really something we’ve taken an eye to I think this year in particular: looking at partners who share common values with us,” said Lautenbach. “It’s not necessarily just chasing the biggest dollar amount, but going after partners we think really see eye-to-eye on how to market in this space, how to engage with fans, and how to enhance the fan experience around esports and teams. I think you’ll see the type of partners we’re working with right now are similar in that vibe.”
