ESL retains Pringles sponsorship for additional year

Tournament organiser ESL has secured the support of Pringles as a sponsor for another year across its events in Germany, Poland, and the Nordics.

The Kellogg’s snack brand will continue to serve as an official partner of ESL National Championship events in the aforementioned countries.

ESL Pringles 2021
Photo credit: ESL

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Pringles has sponsored the likes of IEM Katowice, ESL One Hamburg, ESL One Cologne, and ESL Meisterschaft in recent years and will continue to do so with this partnership extension. The original deal saw Pringles create team-themed cans and distribute them to fans during events.

Stephan Schröder, SVP Global Brand Partnerships EMEA at ESL, spoke on the extension in a release: “Over the years, the community feedback was overwhelmingly positive. Therefore, we are happy to continue our successful partnership with Pringles, spanning over multiple events in 2020. We are proud that Pringles is expanding their partnership with us in these difficult times.”

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In terms of activations, Pringles will be integrated into ESL Meisterschaft and the ESL National Championship in Poland through “branding, in-game logo rotation, broadcast commercials,” and through social media activities.

Doris Filseth, Market Activation Lead High Growth Markets at Kellogg Company, added: “We are a first mover within ESL sponsoring and are happy about the positive development of this collaboration.”

Esports Insider says: Pringles has obviously found value through ESL’s events in recent times, though the lack of physical events is something that needs to be considered by partners. If Pringles can’t get its cans in the hands of fans at events then this cooperation certainly seems less fruitful for the brand but, nonetheless, things are locked in for the next year!

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