Pringles, the US-based potato and wheat-based snack chips brand, has extended its sponsorship of ESL events to include eight more competitions.
The extension of Pringles’ deal will begin with IEM Katowice 2019. The other events that come under the purview of extension include ESL One Cologne, ESL One Hamburg, ESL National Championship SEE, ESL Meisterschaft Deutschland, and the German stream for the European Masters Fall Split. The snack-brand, owned by Kellogg Company, started sponsoring ESL One Hamburg in 2017.
“Pringles’ esports strategy is a prime example of agility in the light of new opportunities,” said Toan Nguyen, Executive Strategy Director and Associate Partner for Hamburg-based marketing agency Jung von Matt, which will continue supporting Pringles in its partnership with ESL. “They started small-scale in 2017 and expanded quickly over many international events in 2018. In 2019, Pringles will cover 8 events with not just Northern Europe, but also the CEE region as its new pillars! This strategy perfectly shows how brands can employ an open mindset combined with curiosity and dedication.”
In addition to logo presence, product placements, and an activation area including an esports fan edition on live competitions, Pringles’ extension with ESL will include a variety of other undisclosed activations, which were designed specifically for fans.
Dominik Schafhaupt, Kellogg Company’s Marketing Manager Snacks Northern Europe, said in a statement: “2018 was a very successful year for Pringles in Northern Europe. Especially in the field of esports we see a great development of brand perception and get very positive reactions from the community. Therefore, we decided to expand our foot print together with the ESL not only geographically but also qualitatively. At the moment we are finalizing new concepts with which we would like to address the community with even more relevant communication and activations, on-the-ground at events but also digital.”