Esports tournament organiser BLAST has announced brand new partnerships with food and beverage brands Knorr and Unox while renewing its deal with Pot Noodle. All three brands are owned by Unilever.
The new partnerships will last until September 2025, with all three brands featured at the remaining BLAST Premier Fall season events in 2024.
With these partnerships, BLAST is expanding its relationship with Unilever, a multi-national consumer goods company. The two companies previously worked together when Pot Noodle became a sponsor of the Counter-Strike 2 event held in London, BLAST Premier: Spring Final 2024.
As part of the deal the three brands will become the ‘Official Convenience Meals Partner’ of BLAST Premier and will be incorporated into the broadcasts for BLAST Premier events that will take place in 2024. Next year the brands will feature in BLAST’s revamped Premier circuit, including its Counter-Strike 2 London event scheduled for September 2025.
During events, Knorr, Unox and Pot Noodle branding will be shown on broadcast alongside in-game/digital integration. Alongside the broadcast, the new partners will have short-form content which will appear on BLAST’s channels.
The brands are currently set to sponsor the BLAST Premier Fall Final and BLAST Premier’s 2025 London event.
For the Unilever brands, the aim behind expanding its reach further into esports is to reach new audiences in UK & Ireland, Germany, Austria, Switzerland and the Netherlands, according to a press release.
Alexander Lewin, SVP of Commercial Revenue for BLAST commented: “Fans watching from across the BLAST network can look forward to a fully encompassing partnership that goes beyond just broadcast integration, including on-site activations at our return to London next year. With a brand new format changing how BLAST Premier looks in 2025, we’re excited to already get work underway and bring our first brands onboard for a brand new year of Counter-Strike action!”
