Chinese food retailer, Three Squirrels has partnered with ViCi Gaming for a range of healthy ‘esports snacks’.
The partnership will see VG work closely with Three Squirrels to promote two ‘healthy esports’ products named ‘Daily nuts’ and ‘Second brain nut coffee drink’. Three Squirrels has claimed the products are not only nutritionally balanced but can also increase attention and reaction speed.
As part of the partnership, Three Squirrels and their mascots — three cartoon squirrels named Squirrel Xiao Mei, Squirrel Xiao Jian and Squirrel Xiao Mei — will serve as brand ambassadors to introduce VG to the public.
Xiao Mei will share players’ daily life with fans, Xiao Ku will share the match analysis, and Xiao Jian will report the updated news about VG teams.
As a giant in the Chinese snack industry, the cumulative sales of Three Squirrels have exceeded 20bn RMB (£2.28bn) since their establishment in 2012.
We have seen plenty of non-endemic brands working with esport organisations in China and Southeast Asian recently. Earlier this month with TJ Sports partnering with Harbin Brewery for the LPL and Indonesian food giants Indofood partnering with ESL.
Esport Insider says: With ViCi Gaming competing at the International 2019, Three Squirrels’ timing couldn’t be any better to start a partnership. It will be interesting to see how the esports community takes to three cartoon squirrels providing updates on an organisation.