The Overwatch League, one of the world’s biggest esports competitions, has inked an exclusive co-marketing deal with Kellogg Company’s top snack brands.
In 2020, as part of the deal, Kellogg will release co-branded packaging for both Cheez-It Grooves and Pringles Wavy products featuring Overwatch League branding.
Zion Doran, Senior Director of Kellogg Integrated Promotions, says: “We know snack lovers of Cheez-It and Pringles are active in esports, especially the Overwatch League, so this is a great opportunity to connect two passion points together.”
The initiative will also include a US sweepstakes where consumers will have the chance to win tickets to the Overwatch League finals later this month, and other prizes related to the league. Pringles products will extend globally, while Cheez-It will remain a US exclusive.
“To have such a prestigious organization like Kellogg partner with us around two great brands like Cheez-It and Pringles is fantastic,” says Josh Cella, head of global partnerships for Activision Blizzard Esports. “As we launch this partnership in our postseason, we are excited about all of the great experiences we are going to create for fans in the coming years.”
The Overwatch League kicked off its 2019 season in February to a sold-out Blizzard Arena Los Angeles and 13 million global viewers in its opening week, a 30 percent increase in viewership year over year. The 2019 Grand Finals will take place Sunday, 29 September in Philadelphia.