Esports tournament organiser ESL Gaming has announced a partnership with German dairy brand Mullermilch.
As a result, the brand will become a premium partner of ESL Meisterschaft throughout 2022.
Image credit: ESL, Mullermilch
RELATED: ESL Gaming announces details of upcoming women’s CS:GO circuit ESL Impact
Fans and participating teams at the event will receive a range of Mullermilch products. Moreover, both entities will collaborate on activations that focus on ‘community participation’. Details of these activations were not disclosed.
In addition to supporting ESL Meisterschaft, Mullermilch will also join the partnership roster for IEM Cologne taking place in July 2022.
Jasmin Haasbach, Senior Director of Global Brand Partnerships at ESL Gaming, spoke on the deal: “We are very excited to welcome an iconic brand like Mullermilch, which continues to impress with iconic campaigns, as a partner to create new highlights in national esports together.
“We are seeing a strong response from brands looking to get started in esports and in Mullermilch we have found a strong partner who is keen to help shape the future of esports for the community in the long term.”
RELATED: ESL Australia secures major partnership with Circles.Life
The deal marks Mullermilch’s entrance into the esports industry and is ESL Gaming’s first dairy partner in its commercial roster. In January, the tournament organiser merged with fellow tournament organiser FACEIT. Both companies were then purchased by a Saudi-backed group for $1.5bn (GBP~1.1bn).
Andreas Wagner, Senior Brand Manager of Mullermilch at Molkerei Alois Muller, also commented: “For Mullermilch, the step into the world of esports is a very exciting new direction. We are very much looking forward to joining our partner ESL Gaming at the national tournaments in the future and couldn’t be more excited to start a comprehensive activation campaign within the framework of the iconic IEM Cologne 2022.
“The esports community will be able to experience our brand engaging both online as well as on-site at live tournaments,”
Esports Insider says: Mullermilch joining forces with one of the largest esports tournament organisers in the space is a statement of intent. With the brand supporting ESL Meisterschaft and IEM Cologne, the deal marks an opportunity for Mullermilch to gain exposure from an all-new audience.