Perera & Sons levels up e-sports in Sri Lanka with exclusive sponsorship

From left: Gamer.LK Director Ramesh Liyanage, P&S Assistant Manager Marketing Malika Mohomad, Gamer.LK CEO Raveen Wijayatilake, NOCSL Secretary General Maxwell de Silva, Gamer.LK Director Vikum Jayasekera 

Keeping abreast with the emerging global trend of e-sports, Sri Lanka’s home-grown bakery brand P&S has partnered with Ingame Entertainment as the official food sponsor of several e-sports events to be held throughout 2020. Ingame Entertainment, previously called Gamer.LK, has been at the forefront of promoting and developing e-sports in Sri Lanka.

As the exclusive food partner, P&S will be joining them for the E-sports Premier League, Inter-University E-sports Championships, Inter-School E-sports Championships and the Mercantile E-sports Championships. P&S will be hosting a special gamer-themed food outlet at these events, named ‘Level Up Café’, which will showcase its renowned bakery items in a new light. The gamer-themed items on offer include Geralt’s Jumbo Chicken Hotdog, Tomb Raider’s Chicken Kottu, The Kratos Chicken Burger and Agent 47’s Chocolate Éclair, among others.

P&S makes this debut sponsorship following its success in supporting several major sporting events in Sri Lanka, namely tennis, badminton, table tennis, golf and cricket. Looking to the future, the brand is now moving to e-sports in recognition of a shift in the interest of sporting fans.

Electronic sports, referred to as e-sports, is the competitive play of video games. With a following of over millions, e-sports tournament viewership numbers are overtaking popular sports like rugby and is the fastest growing sport in Sri Lanka today. According to research, global viewership of e-sports is estimated to overtake traditional sports viewership by 2024, with millennials watching more video game content than traditional sports.

E-sports is registered as an official sport under the National Olympic Committee of Sri Lanka.