The Overwatch League has announced an exclusive multi-year deal with Kellogg Company, which will include co-marketing initiatives involving the latter’s Cheez-It and Pringles products.
The partnership comes at a time following the end of the regular season and kicks off during the playoffs starting Aug. 30. Alongside an impressive list of other brands, Cheez-It Grooves, and Pringles Wavy will be the presenting sponsor of the halftime show and highlights segments during the 2019 Grand Finals held later this year in Philadelphia.
The 2019 deal will include a one-day sampling of Cheez-It and Pringles products, and a viewing of the Overwatch League 2019 Grand Finals on Sept. 29 across 1,000 Walmart stores. This deal isn’t the first move that the Kellogg Company has made into the Overwatch esports space. Earlier this summer, the Kellogg Company announced a partnership with the Philadelphia based esports infrastructure company, N3rd Street Gamers, to sponsor a set of Overwatch Esports tournament via brand activations of Cheez-It Grooves.
“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,” said Zion Doran, Senior Director of Kellogg Integrated Promotions in a press release.
In 2020, as part of the deal, Kellogg will release co-branded sweepstakes, merchandise, and packaging for both Cheez-It Grooves and Pringles Wavy products featuring Overwatch League branding.
“We are thrilled to announce this important partnership on behalf of the Overwatch League,” Brandon Snow, Chief Revenue Officer at Activision Blizzard Esports, said. “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.”
This initiative will also feature efforts such as a U.S. sweepstakes where consumers will have the chance to win tickets to the new sold-out Overwatch League finals and other league related items as prizes. It is important to note that while Pringles products will extend globally given how the Overwatch League is an international league featuring city-based teams, Cheez-It branding will remain a U.S.-only arrangement.
“To have such a prestigious organization like Kellogg partner with us around two great brands like Cheez-It and Pringles is fantastic,” said 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 2019 Overwatch League season playoffs begin this Friday at 6:00 PM PST with a match between the Guangzhou Charge versus the Seoul Dynasty followed by a subsequent series featuring the Philadelphia Fusion taking on the Shanghai Dragons.