Market leading performance nutrition brand, Grenade, are moving into the esports and gaming scene as they co-create ‘Grenade Squadron’, one of six esports teams competing in the Celebrity Esports Superstar League, starting in April 2021.
Following a recent long-term collaboration between Grenade and UK street dance group, Diversity, Ashley Banjo, Jordan Banjo and Perri Kiely are excited to join the Grenade Squadron team. As part of Grenade Squadron, the formidable trio will go head-to-head against a raft of other celebrities to be announced later this year.
Founded in 2009, Grenade offer a selection of high protein, low sugar products including bars, shakes and drinks, plus leading performance nutrition. Distributing to more than 85 countries, Grenade has appeared in The Sunday Times’ Fast Track 100 for seven consecutive years.
Fanatical about sports of all kinds, Grenade are firm proponents of the esports industry, with their CEO Alan Barratt commenting, “We’ve been fuelling elite sports since 2009, so entering a team into the Celebrity Esports arena was a logical lunge forward.”
The Grenade Squadron team will play across all seven fixtures in the first series of the Superstar League, playing a variety of fun-filled video games against the other teams. Each fixture their team will consist of two Diversity members and one fan, with a new fan – also acting as the team’s captain – being chosen for each game.
Coinciding with the launch of new functional drink, Grenade Energy, the brand’s high-performance values are set to fire shots in the League, with Barratt stating: “fighting on all fronts – even on our rest days – Grenade Squadron will be the ‘sweatiest’ team out there. Watch this space, we’re here for the win.”
Celebrity Esports seeks to bring a brand new esports experience to a mainstream audience whilst also providing a unique insight into celebrity homes and giving fans the chance to play video games with the biggest names in comedy, sports, television, music and entertainment. Viewers will be watching as much for the banter, laughter and rivalry between the teams as much as they will for the esports competition. Sponsors like Grenade who have never previously been connected to esports are an important part of how Celebrity Esports are bridging the gap between esports purists and casual gamers.
“To have a team sponsor like Grenade who are as fired up and passionate about their business as we are about ours means we can work together to really change the game for esports. Being such a competitive team, we’re excited to see how Grenade Squadron do! They’re a great addition to the League.” Leo Skagerlind, CEO, Celebrity Esports.