Activision Blizzard esports organization The Overwatch League has announced an exclusive deal with the Kellogg Company to leverage the Cheez-It and Pringles brands.
The deal will include co-marketing and product packaging for the snack brands. The partnership kicks off during the Overwatch League playoffs in the U.S. Cheez-It Grooves and Pringles Wavy brands will be the presenting sponsor of the halftime show and featured in highlights segments during the 2019 Grand Finals on Sept. 29.
“We are thrilled to announce this important partnership on behalf of the Overwatch League,” says Brandon Snow, chief revenue officer, Activision Blizzard Esports. “Working with brands like Cheez-It and Pringles, that we know our fans really enjoy, allows us to create unique experiences that are exciting and genuine.”
In 2020, Kellogg will take things further by releasing co-branded packaging for both Cheez-It Grooves and Pringles Wavy products that highlight Overwatch League branding. The initiative will also include a U.S. sweepstakes where consumers will have the chance to win tickets to the Overwatch League finals and other prizes.
“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,” says Zion Doran, senior director, integrated promotions, Kellogg.
The deal adds to recent Overwatch esports tournament partnerships that have been announced in 2019. In July, LEGO joined the fray with the Twitch Rivals tournament for charity.