Portuguese esports organisation EGN Esports has named North American cookie brand Chips Ahoy! as its latest sponsor.
The deal marks the brand’s entrance into the gaming and esports industry in Portugal.
While the entrance of Chips Ahoy! into the Portuguese market may be a first, it isn’t the first time that the brand has entered the European market. In 2020, it was named as a sponsor of G2 Arctic, the academy team of Berlin-based organisation G2 Esports.
Rita Alves, Senior Brand Manager of Bakery at Mondelez, spoke on the deal in a release: “This partnership represents a clear approach of Chips Ahoy! in the gaming territory in the national market, this being a priority segment for the brand. We have joined the ideal partner to support and lead us on the right path within the gaming world.”
As part of the deal, the Chips Ahoy! logo will appear on EGN’s social media channels and the organisation’s “official equipment.” The organisation currently fields players and rosters in League of Legends, Teamfight Tactics, Brawl Stars, FIFA, Clash of Clans, and Counter-Strike: Global Offensive.
Pedro Ferreira, CEO of EGN Esports, added: “We are very proud to announce the beginning of the partnership with the brand Chips Ahoy!, a long-awaited entry in the national esports market, considering its visibility in the European esports market.”
Esports Insider says: As one of the biggest esports organisations in Portugal, EGN Esports securing a deal with Chips Ahoy! is the perfect platform for the brand to expand its presence within the domestic and European market.