Boost, a brand from Hindustan Unilever Limited (HUL), has partnered with the Chennai Esports Global Championship (CEGC) as the ‘Powered By’ Partner. The collaboration was developed by the Boost team and WPP Media’s Team Fulcrum, recognising esports as a growing platform for purpose-led engagement.
Organised by the Sports Development Authority of Tamil Nadu (SDAT) in association with Skyesports, the CEGC is the first international esports tournament hosted under a state government initiative in India. The event will take place at the Jawaharlal Nehru Indoor Stadium in Chennai and will feature two titles.
The CEGC – Counter-Strike 2 (CS2) – will be held from 7 to 9 November, featuring teams from India, Southeast Asia, and Europe. The Battlegrounds Mobile India (BGMI) tournament will follow from 14 to 16 November, with top Indian mobile esports teams competing. Together, the two tournaments will offer a total prize pool of ₹1 crore.
“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.”
Shiva Nandy, Founder and CEO of Skyesports, added, “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.”
Supported by the Government of Tamil Nadu and envisioned by the Hon’ble Deputy Chief Minister Thiru. Udhayanidhi Stalin, the CEGC aims to position Chennai as a long-term centre for global esports. In addition to the competition, the event will promote community engagement, cultural exchange, and youth development in the state.
