Global esports tournament organizer ESL announced the expansion of its partnership with Pringles. The expanded deal will see the stackable snack brand continue being an official partner of all ESL National Championship tournaments in Germany and Poland for another year. Pringles and ESL partnered across multiple tournaments such as IEM Katowice, ESL One Hamburg, ESL One Cologne, and ESL Meisterschaft in previous years.
Past activations with ESL included team-themed cans delivered to fans during tournaments that exposed the Pringles logo and brand to several thousand viewers; Pringles graphics and commercials shown both in tournament streams and at arenas; branded table soccer and bean bags in players’ hotels and VIP areas; individualized player welcome gifts; booth areas with exclusive gaming stations; and free Pringles snacks.
Currently, the brand is working on new activations that fit into the challenging new COVID-19 landscape such as branding, in-game logo rotation, broadcast commercials, and social media campaigns.
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