US food manufacturer Kellogg’s has signed a three-year extension to its partnership with Major League Soccer (MLS), becoming the first non-endemic brand to support the league’s esports ventures.
The deal, which was ten months in the making, sees Kellogg’s become the first MLS sponsor to commit to multiple eMLS events, while other partners have supported the US esports soccer league on one-off occasions.
Alongside PlayStation, the only other eMLS partner, the food brand will also be part of the series’ digital events which showcase its official gamers. The next eMLS meet will take place in Dallas on 17th February.
James Ruth, MLS senior director of properties, said: “Kellogg’s has been really progressive in their thinking about how to access the fans, and we landed on the idea of being a big part of the player experience.”
Kellogg’s, which replaced Mondelez International as official sponsor for the league’s snack category in 2017, will also leverage MLS marketing, including stadium advertising, as well as a presence at MLS tentpole events and will feature across in-game replays and MLS video content.
Adrienne Barber, MLS and SUM vice president of partnership marketing, said that activations around the eMLS is a way for brands “to engage with the league’s next wave of fans” beyond its professional soccer matches.
Sweepstakes will also be introduced to Kellogg’s packaging that offer consumers tickets for the 2019 MLS All-Star Game, which takes place in Orlando.
Kellogg’s will also host MLS advertising on its Cheez-It and Pringles packaging for both Spanish and English audiences, with the two brands continuing as the league’s official snacks.