After Pringles initially sponsored last year’s ESL One Hamburg, it’s been announced that the snack brand has entered a long-time commitment with the esports company. This new agreement means Pringles will act as a sponsor for multiple events ran by ESL in Germany and Poland.

Pringles will be the major sponsor of ESL Meisterschaft, and will also have a hand in Gamescom Cologne, ESL One Cologne, and IEM Katowice. This partnership saw the crisp company create personalized cans with esports teams on them and then deliver them to 20,000 spectators at ESL Hamburg.

Dominik Schafhaupt, Pringles’ Senior Brand Manager for Northern Europe, spoke on the extended partnership. “Our successful premiere in Hamburg confirmed it: Pringles and esports, it fits. The feedback from the community was sensational. Extending the partnership was a logical next step and as an international brand, we’re happy to be in Katowice this year, esports’ biggest stadium event.”

Bernhard Mogk, ESL’s SVP Global Sales & Business Development, also touched on the deal. “The community feedback to the Pringles brand was fantastic last year: fans and players both were excited. That’s why we look forward to deepening the partnership on a national and even on a global level.”

Esports Insider says: Clearly, once ESL popped, it couldn’t stop. It’s great knowing that a company as big as Pringles tested the water in esports and thought it was too good to pass on in the future. We look forward to seeing what other cool things it does at upcoming events.