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Volume 26 No. 65
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Kellogg's Invests In Esports In Attempt To Reach Young People

Kellogg's is "shifting more advertising spending to esports because it offers something that most traditional sports cannot -- almost unprecedented access to younger people between the ages of 21 and 34 who have high incomes," according to Seb Joseph of DIGIDAY. Since it "jumped on the esports bandwagon two years ago, Kellogg’s has steadily made inroads, moving from experiential activations at tournaments to being the headline sponsor of them." Kellogg's Pringles brand has "paid to sponsor the League of Legends European Championships this summer in a deal with its organizer Riot Games." The partnership "comes just seven months after Kellogg’s signed a deal with gaming community N3rd Street Gamers, which runs its own tournaments." The Pringles logo will "appear on the streams of the tournaments alongside a call to action when players are entering the game." Aside from media exposure, Kellogg’s is also "exploring in-game activations," as "millions of Pringles cans across Europe will sport a unique code that players can redeem to take part in a raffle to win rare characters to use in the game" (DIGIDAY.com, 8/15).

For more coverage of the business of esports, visit our partners, esportsobserver.com.