Snack chip brand Pringles has been announced as a sponsor for the Spring Split of Riot Games’ League of Legends Dutch League.
The Kellogg Company-owned firm is already a partner of Riot’s larger-scale League of Legends European Championship (LEC), and has been involved in multiple past esports partnerships.
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Riot Games did not announce further details about the Dutch League sponsorship, however, the Dutch League tweeted that ‘something special’ will arrive in the coming days.
Earlier this year, Pringles and the LEC launched a large-scale promotion that saw the snack brand release themed cans of chips that featured codes for players to access exclusive in-game content. It was similar to a promotion that the companies ran when Pringles first sponsored the LEC’s 2019 Summer Finals.
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Pringles also recently inked a deal with team organisation G2 Esports to be the presenting partner for its Making the Squad talent-scouting video series, and also sponsors ESL events across Germany, Poland, and the Nordics. The brand also previously sponsored a DreamHack event before DreamHack and ESL merged under the ESL Gaming umbrella.
The Dutch League will begin its 2021 season on 12th January, with six teams competing for a share of the €25,000 (~£22,794) prize pool. OMEN by HP is currently the only other sponsor listed on the Dutch League website.
Esports Insider says: I don’t expect quite as large-scale of an activation for a regional league, but Pringles has been a significant partner for League of Legends esports as of late and it’s encouraging to see the brand sponsor smaller competitions too.