Esports tournament organiser BLAST Premier has announced a partnership with ice cream brand Magnum.
The agreement will see Magnum promote its range of ice creams and the brand’s home delivery service during the BLAST Premier Fall Groups.
As a result, the Unilever-owned brand will be integrated into the tournament through product giveaways and social media content, as well as physical and digital in-game branding.
Oliver Clarke, Head of Brand Partnerships for BLAST, commented: “Unilever is one of the world’s most recognised and well-respected brands, their appetite to partner with BLAST Premier is testament to how much our tournament circuit has grown over the last 18 months and its global appeal.
“We are excited to see the results of taking their popular Magnum ice cream brand to a highly engaged esports and gaming audience during our Fall Groups event.”
It has also been revealed that Magnum will sponsor BLAST Premier’s aftershow ‘Overtime’. Magnum joins the likes of Betway, chair manufacturer L33T Gaming, and WePlay Esports as partners of the CS:GO tournament series.
Madeleine Holmstrom Szugalski, Senior Brand Manager for Magnum Nordics, added: “We’re really excited to partner with BLAST Premier for the launch of our ‘Play For Pleasure’ campaign. Their brand is one of the strongest in the world of entertainment, celebrating the world of gaming in a creative and disruptive way.”
This is Magnum’s second major esports partnership in 2021. Earlier this year, the ice cream brand partnered with Spanish tournament organiser Liga de Videojuegos Profesional (LVP).
Esports Insider says: BLAST Premier continues to attract notable sponsors to its already reputable commercial portfolio. Like most of the tournament organiser’s partnerships, it’ll be intriguing to see how Magnum is integrated, particularly the physical and in-game branding.