Kellogg Company teams up with the Overwatch
League for multiple activations through 2021, including co-branded
packaging, sweepstakes, and merchandise
The Overwatch League™ today announced an exclusive deal with
Kellogg Company, which will include co-marketing initiatives with
Cheez-It® and Pringles® products. Kicking off during the playoffs
in the U.S., Cheez-It Grooves and Pringles Wavy brands will also be
the presenting sponsor of the halftime show and highlights segments
during the 2019 Grand Finals. The 2019 deal will include a one-day
sampling of Cheez-It and Pringles products, and a viewing of the
Overwatch League 2019 Grand Finals on Sept. 29 across 1,000 Walmart
stores.
In 2020, as part of the deal, Kellogg will release co-branded
packaging for both Cheez-It Grooves and Pringles Wavy products
featuring Overwatch League branding. This initiative will also
include a U.S. sweepstakes where consumers will have the chance to
win tickets to the Overwatch League finals and other prizes related
to the Overwatch League. Pringles products will extend globally,
while Cheez-It will remain U.S.-only.
“We know snack lovers of Cheez-It and Pringles are active in
esports, especially the Overwatch League, so this is a great
opportunity to connect two passion points together,” said Zion
Doran, Senior Director of Kellogg Integrated Promotions.
“We are thrilled to announce this important partnership on
behalf of the Overwatch League,” said Brandon Snow, Chief Revenue
Officer at Activision Blizzard Esports. “Working with brands like
Cheez-It and Pringles that we know our fans really enjoy allows us
to create unique experiences that are exciting and genuine.”
“To have such a prestigious organization like Kellogg partner
with us around two great brands like Cheez-It and Pringles is
fantastic,” said Josh Cella, head of global partnerships for
Activision Blizzard Esports. “As we launch this partnership in our
postseason, we are excited about all of the great experiences we
are going to create for fans in the coming years.”
The Overwatch League kicked off its 2019 season in February to a
sold-out Blizzard Arena Los Angeles and 13 million global viewers
in its opening week, a 30 percent increase in viewership year over
year. The 2019 Grand Finals will take place Sunday, Sept. 29, at
Wells Fargo Center in Philadelphia. For more information, visit
overwatchleague.com.
About the Overwatch League™
The Overwatch League™ is the first major global professional
esports league with city-based teams across Asia, Europe, and North
America. Overwatch® was created by globally acclaimed publisher
Blizzard Entertainment (a division of Activision Blizzard—Nasdaq:
ATVI), whose iconic franchises have helped lay the foundations and
push the boundaries of professional esports over the last 15 years.
The latest addition to Blizzard’s stable of twenty-two #1 games,[1]
Overwatch was built from the ground up for online competition, with
memorable characters and fast-paced action designed for the most
engaging gameplay and spectator experiences. To learn more about
the Overwatch League, visit www.overwatchleague.com.
[1] Sales and/or downloads, based on internal company records
and reports from key distribution partners.
About Blizzard Entertainment, Inc.
Best known for blockbuster hits including World of Warcraft®,
Hearthstone®, Overwatch®, the Warcraft®, StarCraft®, and Diablo®
franchises, and the multi-franchise Heroes of the Storm®, Blizzard
Entertainment, Inc. (https://www.blizzard.com), a division of
Activision Blizzard (NASDAQ: ATVI), is a premier developer and
publisher of entertainment software renowned for creating some of
the industry’s most critically acclaimed games. Blizzard
Entertainment’s track record includes twenty-two #1 games* and
multiple Game of the Year awards. The company's online gaming
service, Blizzard Battle.net®, is one of the largest online-gaming
services in the world, with millions of active players.
*Sales and/or downloads, based on internal company records and
reports from key distribution partners.
About Activision Blizzard Esports
Activision Blizzard Esports (ABE) is responsible for the
development, operation, and commercialization of Activision
Blizzard’s professional gaming properties including the Overwatch
League™, the Call of Duty® World League, Hearthstone Masters, the
StarCraft II World Championship Series, and the World of Warcraft
Arena World Championship and Mythic Dungeon International, among
others. ABE also operates Tespa, the leader in collegiate esports.
It is ABE’s vision to be the most innovative, scalable, and
valuable developer of global competitive entertainment
About Kellogg Company
At Kellogg Company (NYSE: K), we strive to enrich and delight
the world through foods and brands that matter. Our beloved brands
include Pringles®, Cheez-It®, Special K®, Kellogg's Frosted
Flakes®, Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, Eggo®,
Mini-Wheats®, Kashi®, RXBAR®, MorningStar Farms® and more. Net
sales in 2018 were approximately $13.5 billion, comprised
principally of snacks and convenience foods like cereal and frozen
foods. Kellogg brands are beloved in markets around the world. We
are also a company with Heart & Soul, committed to creating
Better Days for 3 billion people by the end of 2030 through our
Kellogg’s® Better Days global purpose platform. Visit
www.KelloggCompany.com or www.OpenforBreakfast.com.
© 2019 Blizzard Entertainment, Inc. OVERWATCH and OVERWATCH
LEAGUE are trademarks or registered trademarks of Blizzard
Entertainment, Inc. in the U.S. and/or other countries. All other
trademarks and trade names are the properties of their respective
owners.
Cautionary Note Regarding Forward-looking Statements:
Information in this press release that involves the Overwatch
League’s expectations, plans, intentions or strategies regarding
the future, the support to be provided by Kellogg Company and the
date of the Overwatch League Grand Finals, are forward-looking
statements that are not facts and involve a number of risks and
uncertainties. Factors that could cause the Overwatch League’s
actual future results to differ materially from those expressed in
the forward-looking statements set forth in this release include
unanticipated product delays and other factors identified in the
risk factors sections of Activision Blizzard’s most recent annual
report on Form 10-K and any subsequent quarterly reports on Form
10-Q. The forward-looking statements in this release are based upon
information available to Blizzard Entertainment and Activision
Blizzard as of the date of this release, and neither Blizzard
Entertainment nor Activision Blizzard assumes any obligation to
update any such forward-looking statements. Forward-looking
statements believed to be true when made may ultimately prove to be
incorrect. These statements are not guarantees of the future
performance of Blizzard Entertainment or Activision Blizzard and
are subject to risks, uncertainties and other factors, some of
which are beyond its control and may cause actual results to differ
materially from current expectations.
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version on businesswire.com: https://www.businesswire.com/news/home/20190829005218/en/
Mark Van Lommel mvanlommel@overwatchleague.com 949-955-1380
x61147
Kevin Scarpati kscarpati@overwatchleague.com 949-955-1380
x61298
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