Shifters signs Maysun as performance drink partner

Shifters has confirmed a new step in its collaboration with Maysun. The brand, already a partner of the club on the performance side, becomes its official energy drink partner, coinciding with the launch of its brand-new range.

These drinks were co-created with industry experts and players from Maysun's partner clubs, with the aim of improving the daily lives of professional players. On the Shifters side, the club already runs regular performance tracking across its teams, and this new offering allows it to add a genuine nutritional layer to that..

Maysun, a rising player in European esports

Maysun positions itself as a provider of esports services and player development programmes focused on performance, recovery and sleep. The brand currently claims official health & performance partner status with Team Heretics, Shifters and Metizport.

Team Heretics is probably the most fully realised collaboration: a Heretics x Maysun collection is available in the club's store, alongside collabs with the likes of Logitech.

The state of the market

Maysun is entering an already crowded segment, as energy drinks are the leading food & beverage advertiser category in global esports, accounting for more than a third of identified sponsorships, led by Monster Energy and Red Bull.

Maysun's bet therefore rests on a "scientific" positioning rather than marketing firepower: formulating with pro players, anchoring the product to an existing performance support programme, and selling performance tracking tied to the consumption of their product.