Germany’s largest privately-owned brewery, Warsteiner, signed a three-year national partnership deal with ESL Germany, according to Thiemo Bräutigam of THE ESPORTS OBSERVER. The company, which has been owned by the Cramer family since 1753, is the first German brewery to engage in esports, "adding to its sponsorship activities in sports and music." The sponsorship deal "adds another non-endemic brand to the growing partnership portfolio of ESL." For its German events, ESL has partnered "with the likes of Pringles, Dr. Oetker, Wüstenrot, McDonald’s and others in the past." Warsteiner occasionally sponsored different ESL events before. However, signing a three-year deal "solidifies" this partnership. It is also an indicator that the brewery’s activation is "seemingly paying for both sides" (THE ESPORTS OBSERVER, 5/23).
ESL ONE EVENTS: THE ESPORTS OBSERVER's Ferguson Mitchell reported PC gaming hardware company Alienware was named the official PC and monitor partner for all 2018 ESL One Events, starting this weekend at ESL One Birmingham and running through the World Championships next February. Well-known throughout the gaming industry, Alienware is the "gamer-focused" subsidiary of Dell, and has been a long-time sponsor across the esports industry. Alienware's partnerships include Turner’s ELEAGUE, Team Liquid’s dedicated training facility and more recently Misfits Gaming and the NBA Miami Heat (THE ESPORTS OBSERVER, 5/22).
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