Riot Games has announced that Pringles will be the savoury snacks partner of LEC for its 2020 spring split.
The relationship between LEC and Pringles started in 2019 when the snack brand sponsored the European competition’s summer finals.
As well as being available at LEC’s studio in Berlin, Germany, Pringles will run a promotion from February 12th to May 5th that includes code redemption. Hextech skins, Riot Point vouchers, and Hextech chests & keys are all up for grabs as part of the activation.
This activation is incredibly similar to last year’s initiative when Pringles sponsored the LEC Summer Finals in Athens, Greece over September 7-8th. Another similarity is that for the 2020 spring split, Pringles is allowing 10 fans to win a studio tour, meet & greet with casters, and an on-stage play-test by redeeming codes found on cans.
Ahead of the 2020 season, Riot Games announced a stacked roster of partners – both returning and new – for the LEC. Most recently, we saw Red Bull join Kit Kat, Logitech G, Warner Music, Beko, Tchibo, AKRacing, HUYA, Alienware, and Kia Motors.
It’s evident that once you pop, you can’t stop when it comes to esports for Pringles, having operated in the industry in the past. Last year, it extended and expanded its partnership with ESL, launched a series of esports-focused commercials, and joined DreamHack Winter as the festival partner.
Esports Insider says: It’s reassuring to see Pringles return to the LEC, even if it’s not the entirety of the 2020 season just yet. Much like Kit Kat, it appears as if Kellogg’s is seeing how things go before diving straight into a big commitment and potentially regretting it. Riot Games has been on fire when it comes to securing well-known partners for the LEC, that’s for sure.