Pringles, the famous crisp brand owned by Kellogg’s, has made a significant move in esports with a partnership with ESL ahead of ESL One Hamburg next week.

The partnership will see Pringles work together with ESL at the first Dota 2 major of the new season which takes place at the Barclaycard Arena, Hamburg, next week. The prize pool for the tournament is $1,000,000 and will see eight of the worlds best Dota teams battle it out for money and coveted “qualifying points” to eventually be redeemed towards an invite to The International.

The partnership will see Pringles have a significant presence at ESL One Hamburg, featuring “several activiations”. As outlined by Dominik Schafhaupt, Senior Brand Manager Snacks Northern Europe: “In Hamburg, esports fans can look forward to several activiations, including an interactive area and we are excited to meet the community face to face – and in action”.

The deal has been facilitated by agency Jung von Matt/SPORTS, who support Pringles and have already helped leverage several deals between non-endemic brands and those involved within esports.

Dominik Schafhaupt commented: “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”.

Toan Nguyen, Partner at Jung von Matt/SPORTS said: “We are both happy and proud to be able to accompany Pringles’ first step into esports. It’s brands just like Pringles, with their great symbolic power and appeal, that will help further strengthen esports in its fascination and development”.

“We are glad to have found such a passionate and actively supporting partner in Pringles,” said Bernhard Mogk, SVP Global Sales & Business Development at ESL. “Pringles does not only offer many activities esports fans can look forward to, but also represents a strong non-endemic brand entering the market.”

It’s not the first non-endemic on board for ESL One Hamburg, with the news in August that Mercedes-Benz and ESL have signed an “extensive” partnership, which includes ESL One Hamburg. The tournament is set to get underway next week, with Saturday 28th and Sunday 29th the two days open to the public as they witness scintillating Dota 2 action out in Germany.

Esports Insider says: As mentioned, snacks and esports are a match made in heaven. It’s great to see another non-endemic step increase its activity esports, and there won’t be too many complaining. We’re yet to meet anyone that doesn’t like Pringles, so we’re looking forward to seeing what the activation brings out in Germany.