Jake Tucker . Business . Friday 20th October 2017 . 11:15
Pringles have entered into a partnership with ESL ahead of ESL One Hamburg next week.
ESL One Hamburg is the first Dota 2 Major of the next season, filling the Barclaycard Arena in Hamburg with eight of the world’s best Dota teams who will be doing battle for a chunk of a $1m prize pool and some ‘qualifying points’ that will set some teams on the path to an invite to 2018’s The International tournament.
ESL’s partnership with Pringles will see the crisp brand showing up with several activations at the Barclaycard Arena.
Pringles isn’t the first non-endemic brand to sponsor ESL One Hamburg, and they’ll join Mercedes Benz in the arena. However, they are the one most likely to give the waiting audiences free Pringles.
Dominik Scafhaupt, the senior brand manager for Pringles in Northern Europe, said: “In Hamburg, esports fans can look forward to several activations, including an interactive area and we are excited to meet the community face to face – and in action”.
He added: “We have been passionately following the development of esports and are convinced that we have found the perfect partner for our entry into this rapidly growing segment in ESL. Whether alone, with friends or like in this instance at tournaments – snacking and gaming just belong together.”