Esports tournament organiser ESL Gaming has announced a partnership with German dairy brand Müllermilch.

As a result, the brand will become a premium partner of ESL Meisterschaft throughout 2022.

Image credit: ESL, Müllermilch

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Fans and participating teams at the event will receive a range of Müllermilch 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, Müllermilch 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 Müllermilch, 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 Müllermilch we have found a strong partner who is keen to help shape the future of esports for the community in the long term.“

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The deal marks Müllermilch’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 (£~1.1bn).

Andreas Wagner, Senior Brand Manager of Müllermilch at Molkerei Alois Müller, also commented: “For Müllermilch, 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: Müllermilch 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 Müllermilch to gain exposure from an all-new audience.

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