The Kellogg Company (Kellogg's) has entered the Esports industry through a new partnership with N3rd Street Gamers (NSG), to sponsor a set of Overwatch Esports tournament via their Cheez-It Grooves product.
Classified as a "Major" in NSG's National Championship Series tournament will begin on Friday, Oct. 4, in Denver with a grand prize of $15,000.
"Partnering with a globally recognized brand like Kellogg's is humbling and validates our model of providing national scale grassroots Esports marketing capabilities," John Fazio, founder and CEO of N3rd Street Gamers, said. "This type of brand partnership will be essential in helping us grow the market by reaching more people and convincing more gamers to compete in Esports competitions like the National Championship Series."
N3rd Street Gamers is a national Esports infrastructure company based in Philadelphia, backed by Comcast Spectacor and SeventySix Capital with the goal of providing opportunities for gamers to compete in-person with other fellow players with similar skill sets in titles such as CS:GO, Overwatch and Fortnite.
N3rd Street Gamers is known for hosting Esports events such as the popular semi-professional CS: GO tournament, Fragadelphia. Image credit: Marco Cerino
NSG in partnership with Kellogg's will also host National Championship Series Academy Tier events in markets including Dallas, Kansas City, Nashville, Spokane, and Colorado Springs. The tournament series is designed to bridge between aspiring amateur and collegiate Esports athletes and the world of professional Esports.
"Kellogg's is thrilled to partner with N3rd Street Gamers and the National Championship Series to bring 25 Academy Tier events to Walmart stores across the United States. Gaming and Snacking go hand and hand," says Michael Clark, Director, Shopper Marketing at Kellogg's. "By partnering Cheez-It Grooves with the NCS, we are determined to promote the perfect snack to compliment gamers everywhere."
Additionally, ahead of the 2019 Overwatch League Grand Finals coming to Philadelphia (September 2019), Kellogg's will be hosting Gaming and Snacking watch parties for the event in select Wal-Mart stores nationwide. The company will provide Cheez-It Grooves, Pringles and Rice Crispy treat samples to shoppers/attendees tuning into the event.
The Esports industry is projected to reach an overall value of $1.4B by the year 2020 and brands are estimated to contribute 77% of this or $694M. This partnership between Kellogg's and N3rd Street Gamers is a prime example of how non-endemic Esports companies are finding creative ways to integrate Esports into their business model while also helping to push the competitive gaming industry forward in its professionalization.