The Evolution of Esports Sponsorships: From Snickers to Pringles. Esports meets Snack and Sweets Brands.
The Evolution of Esports Sponsorships: From Snickers to Pringles. Esports meets Snack and Sweets Brands.

Snack Brands in Esports: Sponsorship Market Evolution

Discover how snack and sweets brands have seized their opportunities in the world of competitive gaming.


Karsten Schonauer
Creative Director
Insights / 2 Min.


In a world where the lines between reality and the virtual are blurring, one industry stands at the forefront of this digital revolution: esports. And in the heart of this rapidly growing world, one factor is increasingly being recognized as crucial – brand partnerships.


Snacks and Esports, a Tasty Duo

This space is often associated with the classic gamer archetype: a young aficionado savoring potato chips, chocolate, and ice cream. But let’s get real – who doesn’t crave a tasty snack during a break or while binge-watching a series? Savvy global brands are tapping into the pulse of the younger generation, tailoring their offerings to the specific cravings of esports enthusiasts, cementing their allegiance to this vibrant community.


Graphic displaying the timeline of snack brands entering the esports sponsorship arena, showing the evolution year by year. The timeline starts in 2015 and features brands like Doritos, KitKat and Pringles. Each year from 2015 onwards highlights more snack companies joining the esports scene, with notable events such as Doritos sponsoring the Call of Duty World League in 2016 and Pringles partnering with ESL in 2018. The graphic includes arrows and recognizable brand icons to indicate when each company began its esports involvement, reflecting the growing trend of snack brands investing in esports sponsorships over the years.


Esports' Snack Attack

The electrifying synergy between snacking and gaming excellence has catapulted snack and sweets brands into the esports limelight. A substantial chunk of their target audience is at home, deep in their gaming setups, creating a win-win scenario for both the snack industry and esports enthusiasts.

A stellar example of this strategic shift is none other than Pringles, who teamed up with ESL One Hamburg in 2017. As the announcement boldly declared, "snacking and gaming just belong together." Staying true to these words, Pringles has broadened its roster of esports sponsorships, joining forces with organizations and tournaments like ESL, LEC, G2 Esports, Unlocked, and NSE, skyrocketing in popularity within the community.


Examples of Major Snack and Sweets Brand Sponsorship Moves:

Pringles x ESL One Hamburg (2017):

Esports Sponsorship Timeline

Image Credit: Esports Observer


KitKat x LA Valiant (2019):

Esports Sponsorship Timeline

Image Credit: Immortals Gaming Club


Doritos x DreamHack (2019):

Esports Sponsorship Timeline

Image Credit: DreamHack


The convergence of snacks and sweets with the esports industry illustrates a symbiotic partnership. As the esports universe evolves, these brands aren’t merely sponsors; they are dynamic contributors to the community’s growth and triumphs. Their knack for adapting to the ever-changing preferences of the gaming audience underscores their significance in the digital revolution. Snacks and esports have formed an irresistible alliance, satiating the hunger for both gaming glory and falvorsome delights.



For more updates and information, follow Shikenso on Twitter and Linkedin, or visit our website.



Latest Posts
Bolster Your Sponsorships with
Our Range of Solutions
Our Solutions
Learn More
Ready to win the
Sponsorship Game?
Get a free walk-through of our solution to see how Shikenso can help you maximize sponsorship ROI.
Join the Sponsorships Insights Club
Don't miss out on the insights that the press and media rave about!
Trusted by: