Supermarket chain ALDI has been named as the official supplier of the Prime League, a League of Legends competition for the DACH region.
The partnership also sees the supermarket chain launch ALDI Gaming, a dedicated brand that will represent both ALDI Nord and ALDI SÜD corporate groups as a way to ‘promote the esports and gaming scene in Germany.’
The Prime League was launched in January 2020 by Riot Games and Freaks 4U Gaming as a replacement for the Premier Tour. The League of Legends competition is exclusively for German-speaking teams across Germany, Austria, and Switzerland.
ALDI’s collaboration with the European regional league (ERL) follows on from the chain’s entry into esports earlier this year, as ALDI France partnered with Team Vitality.
Marco Niemann, VP of Commercial for Freaks 4U Gaming, commented on the partnership via Twitter: “ALDI’s entry into the gaming world and the launch of their new ALDI Gaming brand is excellent news for the German esports scene, and further underlines the brand’s interest in being the supporter of the community.
“Our Prime League tournament offers the perfect platform through which the German-speaking League of Legends community can get involved, as well as a way to address the pros and connect fans and gamers alike.”
ALDI joins a growing number of grocery store chains that are ‘checking out’ esports marketing. In the U.S., Giant Food maintains a partnership with Wizards District Gaming as does H-E-B with the Houston Outlaws. Moreover, LIDL recently announced an agreement with German organisation SK Gaming.
In October last year, Freeks 4U Gaming partnered with data firm Shikenso Analytics to analyse marketing and sponsorship material for the Prime League. The partnership aimed to work with partners to analyse and optimise sponsored marketing content.
Esports Insider says: It seems like a natural progression to see more non-endemic brands enter the esports space, especially companies that offer everyday needs. Esports fans need food, insurance, and bank accounts just like everyone else. The introduction of ALDI Gaming will be interesting to keep an eye on, particularly when it comes to offering potential fan engagement activations to German audiences.