Esports tournament organiser ESL FACEIT Group has partnered with multinational consumer goods company Unilever.
As a result, several Unilever Nutrition brands — Knorr, Pot Noodle and Unox — will feature across IEM Cologne and the ESL Pro League.
According to a release, Knorr, Pot Noodle, and Unox, will integrate during the 2024 and 2025 editions of IEM Cologne and Season 21 of the ESL Pro League which begins in February 2025. To begin the collaboration, Pot Noodle and Knorr will feature during on-air broadcasts and host ‘interactive experiences’ during IEM Cologne taking place August 7th – 18th.
Activations taking place at the event see fans have a chance to win a range of prizes including merchandise and gaming peripherals. In addition, attendees can play a custom Counter-Strike 2 map to win ‘exclusive in-game items’ and skins.
Unilever brands are no strangers to the esports industry. In June, Pot Noodle joined forces with esports tournament organiser BLAST ahead of the BLAST Premier Spring Finals in London. The instant noodle brand also entered a partnership with UK-based esports organisation Fnatic.
ESL FACEIT Group continues to cement its position as one of the largest tournament organisers in the world. In August, it secured a Counter-Strike-focused deal with Logitech in addition to a multi-year deal with the Esports World Cup, a multi-title event organised by the Esports World Cup Foundation.
Jasmin Haasbach, Vice President of Global Brand Partnerships, Head of Europe at ESL FACEIT Group, spoke on the deal: “Unilever is home to some of the most iconic brands in the world, and we are proud to partner with them to further strengthen their commitment to esports.
“Collaborating with Unilever’s Nutrition brands contributes to the growth of esports and gaming communities, and emphasizes the significance of engaging with a diverse global audience digitally and in-person.”
