Kellogg’s gets into eSports
The Corn Flakes manufacturer has teamed up with N3rd Street Gamers
Kellogg’s isn’t just what’s for breakfast anymore. The company that brought Corn Flakes, Eggo waffles and Pringles to the table is now getting into eSports. The company has reportedly joined forces with N3rd Street Gamers (NSG) to sponsor a series of Overwatch tournaments.
The NSG National Championship is coming up in October. It takes place in Denver, CO and has a grand prize of $15,000. Kellogg’s has teamed up with the Philadelphia-based eSports organization to sponsor the event with Cheez-It Grooves as the main product, and the two will also host the National Championship Series Academy Tier events. Those events are scheduled for Dallas, Kansas City, Nashville, Spokane, and Colorado Springs, and are designed to help give budding eSports novices additional skills to make it in the big leagues.
NSG founder and CEO John Fazio says of the new partnership, “Partnering with a globally recognized brand like Kellogg’s is humbling and validates our model of providing national scale grassroots Esports marketing capabilities. This type of brand partnership will be essential in helping us grow the market by reaching more people and convincing more gamers to compete in Esports competitions like the National Championship Series.”
Kellogg’s will also host “Gaming and Snacking” watch parties for the 2019 Overwatch League Grand Finals leading up to the tournament in September. Those events will be held in Wal-Mart stores across the country, and will see Kellogg’s provide Cheez-It Grooves, Rice Crispy treats, Pringles and more to shoppers at the stores.
The director of shopper marketing for Kellogg’s, Michael Clark, states, “Kellogg’s is thrilled to partner with N3rd Street Gamers and the National Championship Series to bring 25 Academy Tier events to Walmart stores across the United States. Gaming and Snacking go hand and hand. By partnering Cheez-It Grooves with the NCS, we are determined to promote the perfect snack to compliment gamers everywhere.”