Eintracht Frankfurt Esports extends partnership with NicNac’s

25 September 2019


Eintracht Frankfurt Esports, the esports division of the German football club, has extended its partnership with local snack brand NicNac’s through June 30th, 2022.

The first joint venture between the two happened on September 1st for the Eintracht Frankfurt League of Legends tournament, and will now bud into a ‘premium partnership’ through the next few years.

Eintracht Frankfurt eSports NicNac's
Image credit: Eintracht Frankfurt eSports

The collaboration will dial-in on League of Legends as well as FIFA, the second title in the Eintracht Frankfurt catalog. This will include game-specific content and activities held at the club’s official training center in hopes of reflecting upon the balance of sports, education, and addiction prevention in regards to esports.

Arne Niermann, Brand Management at Alexander Nut Group spoke about the partnership in a release: “Through our versatile involvement in esports, we want to open doors and create added value for the community. The esports concept from Eintracht Frankfurt is extraordinary and fits perfectly with the NicNac’s brand. Therefore, we are very pleased to support the association in the development and sustainable promotion of grassroots sport and thus to strengthen the association and the people in it.”

The snack brand has already worked within esports, having partnered with Riot Games for the Premier Tour in July. Prior to that partnership, NicNac’s had supported teams and activated at other esports events on a local level.

Timm Jäger, Consultant to the Eintracht Executive Board for Digital Projects added: “We are very pleased to have an experienced and strong partner in esports, such as NicNac’s for our innovative grassroots sports approach. As a regional company, the partnership fits in perfectly with our strategy for developing local esports talents.”

Esports Insider says: The partnership between Eintracht Frankfurt Esports and NicNac’s seems cool. Game-specific content creation and successful activations help bring collaborations to life, and we’re intrigued to see how the multi-year deal pans out. And hey, who doesn’t love snacks?