Pringles to Sponsor ESL’s Dota 2 Major
Pringles, the popular snack brand, is set to sponsor ESL’s first Dota 2 Major of the season. The $1 million ESL One Hamburg Dota 2 Major will take place from Oct. 26 to 29. This marks Pringles’ return to the world of esports after more than a decade. Previously, Pringles sponsored two seasons of the South Korean MBC Game Starleague in 2006. However, the esports industry has seen significant growth in non-endemic sponsors over the past few years, with brands like Coca-Cola and Audi getting involved.
Pringles’ senior brand manager, Dominik Schafhaupt, stated in a press release, “Snacking and gaming just belong together, whether alone, with friends, or at tournaments.” Pringles will be hosting various interactive activities for esports fans at the event in Hamburg, allowing them to engage with the brand directly.
Pringles is owned by Kellogg’s, a company that also owns popular products like Cheez-Its, Pop-Tarts, and Corn Flakes. As the esports industry continues to grow, it is likely we will see more beverage sponsorships similar to Mountain Dew in the future.