Boost, the flagship energy drink brand from Hindustan Unilever Limited (HUL), has made its entry into India’s booming esports industry by partnering with the Chennai Esports Global Championship (CEGC) as the tournament’s “powered by” partner.
The collaboration marks Boost’s first major move into competitive gaming, positioning the brand at the intersection of endurance, performance, and digital culture.
Organised by the Sports Development Authority of Tamil Nadu (SDAT) in association with Skyesports, the Chennai Esports Global Championship will take place at the Jawaharlal Nehru Indoor Stadium in Chennai. The multi-title event features two high-profile tournaments, Counter-Strike 2 (CS2) from November 7–9, 2025, and Battlegrounds Mobile India (BGMI) from November 14–16, 2025. With a combined prize pool of around ₹1 crore, the competition will draw elite teams from India, Southeast Asia, and Europe, reinforcing Chennai’s emergence as an international esports hub.
Speaking on the announcement, Zakir Karim, Vice President – Lifestyle Nutrition, Hindustan Unilever Limited, said, “Esports is not just about quick reflexes or winning a match. It is about consistency, preparation, and the ability to perform under pressure. These are the same qualities we have always celebrated with Boost Protein. The Chennai Esports Global Championship is the perfect platform to reflect that spirit, as it celebrates competitive excellence while showcasing the true potential of this growing industry.”
Amin Lakhani, President – Client Solutions, WPP Media South Asia, added, “Esports represent a new frontier for youth engagement and brand-building in India. Boost Protein’s association with the Chennai Esports Global Championship, brought to life by Team Fulcrum, exemplifies how purpose-led brands can lead culture through relevance and resilience. This partnership is not just a sponsorship; it’s the creation of an integrated media ecosystem where creativity and performance come together to strengthen brand presence, build affinity, and deliver measurable business growth in one of the world’s fastest-growing digital arenas.”
Shiva Nandy, Founder and CEO of Skyesports, remarked, “The Chennai Esports Global Championship is more than a tournament. It reflects how far Indian esports has come and where it is headed next. Partnering with Boost Protein strengthens that vision, as it brings together a legacy performance brand with one of the fastest-growing communities of young competitors. This collaboration represents the new intersection of sports, mainstream brands, and digital culture, and we are proud to lead that transformation from Chennai to the world.”
Through this partnership, Boost aims to engage with India’s rapidly expanding gaming community, one that is young, passionate, and digitally fluent. The association reflects HUL’s broader commitment to youth engagement and underlines how mainstream brands are embracing the competitive gaming ecosystem to stay culturally relevant.
Supported by the Tamil Nadu government, the Chennai Esports Global Championship is part of the state’s strategic effort to position itself as a premier global esports destination. The event is expected to attract large live audiences, boost tourism, and create opportunities for talent, innovation, and brand partnerships across the digital sports landscape.
As esports cements its place in India’s sports and entertainment economy, Boost’s entry into the space marks a milestone, redefining how performance and endurance are perceived in the modern era of competition. The partnership reflects a larger trend of convergence between traditional athletic values and the high-performance world of gaming.
