Pringles renews ESL deal

Kellogg’s-owned crisps brand Pringles has extended and expanded its partnership with ESL, the world’s largest esports event organiser.

The Europe-wide partnership will now cover several national and international tournaments in the Central and Eastern Europe region and the Nordics, in addition to tournaments and leagues sponsored by Pringles last year. The ESL One Cologne event will be among the tournaments covered by the new deal.

The length of the new agreement was not disclosed, but it begins this weekend with offline finals of the Counter Strike: Global Offensive Major IEM Katowice in Poland.

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Pringles will have a presence at most ESL tournaments in Europe, with a range of activations to also form part of the agreement.

The snack company will continue to benefit from brand exposure in live streams, along with product placements and an activation area at events.