Göttingen/Berlin, October 15, 2025 – Berlin International Gaming (BIG) will officially be partnered with LevlUp, one of Europe's leading gaming drink manufacturers. The newly formed partnership brings together two strong brands with a shared vision: the highest performance standards and sustainable growth of German esports.
LevlUp was founded in Germany in 2018 and quickly grew into one of Europe's most renowned gaming drink brands before the company was acquired by Glanbia Nutritionals in 2021. LevlUp stands for gaming lifestyle, innovation, and performance—values that BIG, as a successful German esports organisation, shares as well. As part of the collaboration, LevlUp will support BIG's top teams in Counter-Strike 2, Trackmania, and Fortnite. As nationally leading and internationally established top teams, they embody LevlUp's core values. LevlUp also secures premium jersey placement on the shoulder of the BIG jersey, one of the organisation's most valuable branding categories, ensuring high brand visibility in national and international esports.
Beyond equipment, a LevlUp-focused content concept sits at the heart of the partnership. Community events, social media activations, and extensive digital engagement across BIG's channels are planned, including presence with the organisation's pro players. Together, both brands want to strengthen esports in Germany at the grassroots level and make it equally accessible for all fans.
"LevlUp is an excellent fit for BIG with its performance and community focus. The fact that one of Europe's leading gaming drink brands is committing so clearly to German esports is a strong signal," says Daniel Finkler, CEO of BIG. "Together we're rolling out formats that deliver real value for our fans. Thank you to LevlUp for the clear commitment and trust in Berlin International Gaming. An equally big thank you to BrightUp for professionally brokering the deal and providing continuous support over the past months. We're very much looking forward to this partnership."
As the new performance drink partner, LevlUp will supply the BIG bootcamp and the Esport Factory Berlin with beverages, ensuring optimal nutrition for the pro teams. Another highlight of the collaboration is the planned development of exclusive BIG flavors, created jointly by LevlUp experts and BIG pro players.
"LevlUp, Europe's leading gaming drink brand, is excited to partner with one of Europe's leading esports organisations, BIG. Together we want to support esports with our products and enjoy a successful partnership," says Niels Hoffmann, Head of LevlUp.
The partnership was facilitated by agency BrightUp, which strategically guided the process from the outset.
About LevlUp
LevlUp was founded in Germany in 2018 and quickly grew into Europe's leading gaming drink brand. Glanbia acquired the company in 2021. With powder-based boosters, strong influencer marketing, and unique flavors, LevlUp shaped the scene. Today the brand stands for gaming lifestyle, innovation, and performance—online and in retail.