Overwatch League Signs Kellogg Brands in Multi-Year Deal

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  • The Overwatch League has announced a multi-year deal with Kellogg Company brands Pringles and Cheez-It.
  • Both brands will be featured as the presenting sponsor of the halftime show and highlight segments for the league’s 2019 Grand Finals.
  • In 2020, Kellogg will release co-branded packaging for both Cheez-It Grooves and Pringles Wavy products featuring Overwatch League branding.

The Overwatch League’s (OWL) list of food and beverage sponsors rises as the Kellogg Company signs a multi-year deal to promote its Pringles and Cheez-It brands. Through 2021, Activision Blizzard’s franchised esports league will deliver co-marketing initiatives that include branded show segments, product packaging, and ticket giveaways. The initiatives cover Pringles products globally, while Cheez-It will remain U.S. only. Financial terms were not disclosed.

In the league’s Grand Finals on Sept. 29., Cheez-It Grooves and Pringles Wavy brands will be the presenting sponsor of the halftime show and highlights segments. The deal also includes a one-day sampling of the brands’ products and an OWL viewing party at over 1,000 Walmart stores across the U.S.

In 2020, Cheez-It Grooves and Pringles Wavy products will feature OWL branding, and offer giveaways for league finals tickets and other prizes, across the U.S. “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.

Pringles and Cheez-It follow Coca-Cola as food and beverage partners for the league, joining other non-endemic brands including State Farm and Toyota. In 2020, the OWL will move away from broadcasting matches at Blizzard’s studio in Los Angeles for a series of homestand events across the globe. You can find an up to date list of all planned dates and venues here


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