Chennai: Boost, from Hindustan Unilever Limited (HUL), has joined the Chennai Esports Global Championship (CEGC) — India’s premier state-backed esports tournament — as the ‘Powered By’ Partner.
The partnership was co-conceptualized by Boost Team and WPP Media’s Team Fulcrum, whose strategic vision identified esports as a high-impact avenue for purpose-led storytelling. The collaboration marks a pivotal step in connecting a legacy performance brand with an emerging digital culture that mirrors its core values of endurance, resilience, and determination.
Organised by the Sports Development Authority of Tamil Nadu (SDAT) in collaboration with Skyesports, the CEGC represents a landmark moment for Indian esports as the first international tournament hosted under a state government initiative. Set to take place at the Jawaharlal Nehru Indoor Stadium, Chennai, the event will feature two marquee titles.
The CEGC – Counter-Strike 2 (CS2) tournament will be held from November 7 to 9, bringing together top teams from India, Southeast Asia, and Europe competing for a share of the prize pool. This will be followed by the CEGC – Battlegrounds Mobile India (BGMI) championship from November 14 to 16, featuring India’s leading mobile esports teams vying for national glory. Together, the two tournaments boast a combined prize pool of ₹1 crore, making the Chennai Esports Global Championship one of the most prestigious and rewarding esports events ever hosted in India.
“Esports is not just about quick reflexes or winning a match. It is about consistency, preparation, and the ability to perform under pressure,” said Zakir Karim, VP of Lifestyle Nutrition at Hindustan Unilever Limited. “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, said, “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.”
“The Chennai Esports Global Championship is more than a tournament. It reflects how far Indian esports has come and where it is headed next,” said Shiva Nandy, Founder and CEO of Skyesports. “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.”
As esports continues to gain global recognition through its inclusion in the Olympics, Asian Games, and Commonwealth Games, this partnership reinforces support for India’s next generation of esports athletes.
Backed by the Government of Tamil Nadu and envisioned by the Hon’ble Deputy Chief Minister Thiru. Udhayanidhi Stalin, the Chennai Esports Global Championship aims to establish Chennai as a long-term global esports destination. Beyond competition, the event will drive community engagement, cultural exchange, and youth development, positioning Tamil Nadu as a leader in emerging sports and digital entertainment.
