The Overwatch League has revealed a brand new deal with the Kellogg Company, including co-marketing initiatives with Pringles and Cheez-It products. Cheez-It Grooves and Pringles Wavy Brands will be the presenting sponsor of the halftime show during the playoffs, as well as the highlights segments during the grand finals, with a one-day sampling of both brands' products and a viewing of the finals on September 29 across 1,000 Walmart stores included too.
Next year the deal will see co-branded packaging for Grooves and Wavy products as well, featuring the Overwatch League, as well as a US sweepstakes where customers can win tickets to the finals and other prizes. Pringles products will be available worldwide, while Cheez-It is in the US.
"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.
"We are thrilled to announce this important partnership on behalf of the Overwatch League," added Brandon Snow, Chief Revenue Officer at 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."
"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."
Does this sound like a good idea?