Overwatch League Teaming Up With Kellog For Finals Promotions

Soda and energy drinks may take the lion’s share of the advertising towards the gaming community, but eSports fanatics will soon also have an official snack to curb their hunger while watching matches. 

Activision Blizzard’s (NASDAQ: ATVI) Overwatch League just inked an exclusive deal with Kellogg Company for a co-marketing initiative throughout the remainder of the 2019 season for both Pringles and Cheez-Its products. 

That initiative will include a new sweepstakes on participating products offering consumers the opportunity to win tickets for the Finals next month. While only U.S. locations will feature sweepstakes deals for Cheez Its, the Pringles product placement has been extended to global distribution. 

The Grand Finals for this year’s Overwatch League season will take place in Philadelphia at the Wells Fargo Center on September 29. The Finals will notably both be streamed online through various outlets, as well as broadcast on television through broadcast network ABC. 

Aside from the sweepstakes collaboration, Kellog will host an in-store customer sampling of Overwatch branded products while streaming Finals events at 1,000 Walmart locations. 

Both the Pringles Wavy and Cheez-It Grooves will bear Overwatch branding throughout the co-advertising project, with those products also serving as the sponsor for the Grand Finals halftime show. 

Activision Blizzard’s Chief Revenue Officer Brandon Snow commented on the collaborative deal this morning: 

Working with brands like Cheez-It and Pringles that we know our fans really enjoy allows us to create unique experiences that are exciting and genuine.

Kellogg’s Senior Director of Integrated Promotions Zion Doran also added: 

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.

With the season Finals just over a month away, the Overwatch League also recently revealed that Comcast’s Xfinity will step into the role as overall presenting sponsor for this year’s playoffs and Grand Finals show. 

Those playoffs kick off today in Los Angeles, with matches to be streamed live through the ESPN app and via the Twitch streaming service. 

The Xfinity partnership is further expected to see new postseason content to keep players excited for the next year’s activities after the Finals conclude. 


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Ty Arthur has spent the last decade of his journalism career covering everything from cutting-edge tech to local news through outlets such as the Houston Chronicle. He has focused on the counterculture aspects of society, from marijuana legalization to underground music through Metalunderground.com and rapidly changing trends in the entertainment industry. He lives in the cold, dark north with his wife and son. Address: 682 Indian Road, Toronto, Ontario, M6P 2C9. Phone: 416-721-8257.


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