The Overwatch League has announced a multi-year partnership with Kellogg’s, which will focus on co-marketing initiatives with the Michigan-based food manufacturing company’s Cheez-It and Pringles products.
The partnership with Activision Blizzard’s competitive global esports property will begin during the 2019 Overwatch League Playoffs, which kick off on Sept. 5, and lasts through the 2021 season. Terms were not disclosed.
As part of the deal, the Cheez-It Grooves and Pringles Wavy brands will become the presenting sponsor of the halftime show and the highlight segments of the 2019 Grand Finals, which take place on Sept. 29 at the Wells Fargo Center in Philadelphia.
There will also be a one-day sampling of Cheez-It and Pringles products, and a viewing of the Finals across 1,000 Walmart stores in the United States that day.
Going forward, Kellogg’s will release co-branded packaging for both Cheez-It Grooves and Pringles Wavy products in 2020. This initiative will also include a US-based sweepstakes, where consumers will have the chance to win tickets to the Overwatch League finals and other prizes.
Pringles products will be able to activate globally, while Cheez-It will be US-only.
Other Overwatch League partners include Xfinity, Coca-Cola, Intel, State Farm, T-Mobile, Toyota, and Omen by HP.
Further reading: Boston E party | Why the Kraft Group invested in the Overwatch League