Snickers has been named as an official chocolate partner of Eleague’s esports games, a partnership which will see it feature on broadcasts by American cable and satellite station TBS.
Under the deal Snickers will sponsor the Eleague pre-game show as well as air its ‘You’re not you when you’re hungry’ ads after matches in which it will compile the biggest errors and mishaps from the tournament.
To further integrate the two brands Snickers will also have a presence on a scrolling ticker used to relay stats and other game information to viewers.
Snickers marketing director Allison Miazga-Bedrick, said:“The Eleague partnership aligns perfectly with the Snickers brand and the ‘You’re Not You When You’re Hungry’ campaign. The brand craves getting closer to Eleague’s dedicated millennial fan base who looks for the kind of fun that aligns to the solution that only Snickers offers.”
Snickers will become Eleague’s sixth official marketing partner, joining Arby’s, Buffalo Wild Wings, Credit Karma, and Domino’s
The esports sector has taken off in recent years with a raft of sponsorship partners seeking to get their name in lights alongside gaming's best. These include Chinese ecommerce giant Alibaba which has invested $149m in eSports.