Jones Soda Revs Up Marketing with Torque Esports Sponsorship

SEATTLE, April 03, 2020 (GLOBE NEWSWIRE) -- Jones Soda Co. (the a??Companya??) (OTCQB: JSDA), a leader in the craft soda industry known for its unique branding and authentic connection to consumers, is reaching the virtual racing community for the first time through a partnership with Torque Esports. The company is the title sponsor for the Last Chance Qualifier competition in The Race All-Star Series, a five-week esports sim racing series that is gaining strong viewership among motorsports fans in the wake of coronavirus-related cancellations of live events.
Each weeka??s races have generated up to 12.1 million minutes watched on the eventa??s YouTube channel, including nearly 30,000 combined comments and millions of impressions on social media. Viewers are drawn in part because of participation by racing superstars from NASCAR, IndyCar, F2, F3, Super GT and Formula E, who compete remotely with a simulation system.Running the last four rounds of the five-week series, Jones Sodaa??s sponsorship includes in-game integration such as Jones banners throughout the eventa??s virtual track and promotional spots read by sportscasters as they call the races. The campaign also includes custom ads on the race website as well as joint social media posts and contests.a??Marketing our brand through live action sports like skateboarding and BMX biking is part of our DNA, so moving to sim racing is a logical way to adapt our promotional efforts to todaya??s stay-at-home reality,a?? said Jones Soda VP of Marketing, Maisie Antoniello. a??As the first corporate sponsor of this Torque Esports race series, we are achieving excellent visibility, placing the Jones Soda name front and center in an environment with strong appeal to our sports-minded fan base, and ensuring that our brand maintains a high profile despite the cancellation of the skateboarding events that originally anchored this yeara??s marketing campaign.a??Torque Esports President and CEO Darren Cox commented: a??The viewership of this series offers an excellent opportunity for brands to reach the millions of consumers looking for alternatives to the live sports events that are no longer available, either in person or broadcast. Jones Soda is leading the way for what we believe will be growing adoption of esports by advertisers looking for fresh outlets to tell their story.a??
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