Activision Blizzard, through a multi-year agreement, has announced Kellogg Company as an Overwatch League partner.
The agreement, which will last until 2021, involves measures for co-marketing with the brands Cheez-It and Pringles of the Kellogg Company.
The agreement will see Cheez-It Grooves and Pringles Wavy products being the half-time show’s presenting sponsors and highlight sections during the 2019 Grand Finals. In addition, a one-day sampling of Cheez-It and Pringles products will take place on September 29th, as well as a viewing of the Grand Finals held in 1,000 Walmart stores.
Zion Doran, Senior Director of Kellogg Integrated Promotions discussed the deal in a statement: “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.” From 2020, Kellogg Company will release co-branded packaging for Cheez-It Grooves and Pringles Wavy that features Overwatch League branding. In the United States, there will also be a sweepstake that will enable customers to win tickets to the Overwatch League finals.
Josh Cella, Head of Global Partnerships for Activision Blizzard Esports added: “To have such a prestigious organization like Kellogg partner with us around two great brands like Cheez-It and Pringles is fantastic. We’re excited about all the great experiences we’re going to create for fans in the coming years as we launch this partnership in our postseason. “The 2019 Grand Finals are scheduled to take place on September 29 at the Wells Fargo Center in Philadelphia. The Overwatch League recently announced that it has introduced its playoffs and grand finals to Comcast brand Xfinity as the presenting sponsor.
Esports Insider states: It seems as if Kellogg Company is eager to expand its presence in the field of sports, first with Pringles ‘ sponsorship of the LEC of Riot Games and now with Overwatch League. If expansion is in the mind of the company, we can’t see this being the last agreement.