Berlin-based organisation G2 Esports has established a partnership with savoury snack brand Pringles for its talent-scouting series.
The deal will see Pringles become the presenting partner of the organisation’s Making The Squad.
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Now in its third season, Making The Squad sees prospective players looking to secure a place in G2 Esports’ roster and take home a cash prize. This upcoming season will focus on FIFA.
Lindsey Eckhouse, Commercial Director at G2 Esports, commented on the partnership in a release: “We are hugely excited to embark on the third series of Making The Squad with PRINGLES on board as our presenting partner. PRINGLES is an iconic, household name brand that resonates with consumers globally. The annual release of FIFA is one of the biggest moments on the global gaming calendar.
“By marrying the power of these two super-brands as partners, we truly believe we are set up to deliver the most compelling series of Making The Squad to date. We can’t wait to get going on creating the latest episodes of our much loved series for the esports community and beyond.”
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It’s been a busy 2020 for Pringles. The brand became savoury snack partner of the LEC for its Spring Split, and in June it retained its sponsorship deal with tournament organiser ESL. Just 24 hours prior to joining forces with Pringles, G2 Esports appointed Mei-Ling Rider as its Marketing Director. Over the past two months, the organisation has entered a deal with technology company NVIDIA and extended its partnership with paysafecard for a fifth year.
Andreas Billker, Senior Marketing Activation Manager at Pringles, also spoke on the deal: “We are proud to announce ourselves as the presenting partner for the third series of Making The Squad. G2 are one of the most innovative and creative brands in esports, so we are hugely excited as to the possible opportunities this partnership offers to our brand and our global customer base.
“In Pringles’ longstanding commitment to the esports and gaming scene, this partnership with G2 and the triad with FIFA is the best next step to progressively anchor our brand in the community.”
Esports Insider says: This may well be the first time the Pringles brand has entered a partnership with an organisation in esports, as opposed to a tournament organiser. Given G2’s extensive fan base across the globe, it seems to be a good choice for the snack brand – and supporting a talent-scouting series is a solid activation.