Activision Blizzard has announced Kellogg Company as a partner of Overwatch League through a multi-year deal.

The deal, which will last through 2021, includes co-marketing initiatives with Kellogg Company’s Cheez-It and Pringles brands.

The deal will see Cheez-It Grooves and Pringles Wavy brands be the presenting sponsors of the halftime show and highlights segments during the 2019 Grand Finals. Additionally, a one-day sampling of Cheez-It and Pringles products – as well as a viewing of the Grand Finals being hosted across 1,000 Walmart stores – will take place on September 29th.

Zion Doran, Senior Director of Kellogg Integrated Promotions discussed the deal in a statement: “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.”

From 2020, Kellogg Company will release co-branded packaging for Cheez-It Grooves and Pringles Wavy that features Overwatch League branding. There will also be a sweepstake in the United States that allows consumers to win tickets to the Overwatch League finals.

Josh Cella, Head of Global Partnerships for Activision Blizzard Esports added: “To have such a prestigious organization like Kellogg partner with us around two great brands like Cheez-It and Pringles is fantastic. 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.”

The 2019 Grand Finals is set to take place on September 29th at Wells Fargo Center in Philadelphia. The Overwatch League recently announced it has brought on Comcast brand Xfinity as the presenting sponsor of its playoffs and grand finals.

Esports Insider says: It appears as if Kellogg Company is keen on expanding its presence within esports, first with Pringles’ sponsorship of Riot Games’ LEC and now getting involved with Overwatch League. We can’t see this being the last deal if expansion is indeed on the company’s mind.