ESL Gaming and Müllermilch partner up for Intel® Extreme Masters Cologne and ESL Gaming’s German National Championship

With the partnership, Müllermilch becomes ESL Gaming’s very first dairy brand partner

Cologne ESL Gaming, the world’s leading esports company, and Müllermilch, the most popular brand of Molkerei Alois Müller, have today announced their new collaboration that will see Müllermilch enter the ESL Gaming family as first German dairy brand partner. With the partnership, Müllermilch is officially Premium Partner for ESL Meisterschaft (ESL Gaming’s German National Championship) in 2022, and Custom Local Partner during Intel® Extreme Masters (IEM) Cologne 2022. 

Through the groundbreaking partnership, ESL Gaming and Müllermilch will offer fans and participating teams a variety of Müllermilch products, while also focusing on community participation and involvement in several ways.

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,” said Jasmin Haasbach, Senior Director Global Brand Partnerships at ESL Gaming. “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.

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,” said Andreas Wagner, Senior Brand Manager Müllermilch at Molkerei Alois Müller.

The ESL Meisterschaft Spring Season 2022 kicked off on January 15. For all the details of the current season, please have a look at the official website. More information about IEM Cologne 2022 will be revealed in due course.

For the latest news and more general information, please go to, and follow ESL Gaming on LinkedIn, Twitter, Facebook, and Instagram.


About ESL Gaming

ESL Gaming is the world’s leading esports company. For more than two decades, we have been shaping the industry and leading esports and gaming innovation globally across the most popular video games, creating a comprehensive ecosystem with opportunities for players to go from zero to hero, and for fans to witness the best stories esports has to offer. Our portfolio consists of high-profile products such as the ESL Pro Tour, Intel® Extreme Masters, ESL Mobile, DreamHack Festivals, and many more, ranging from grassroots to global elite competitions. ESL Gaming is part of MTG, the leading international digital entertainment group.

More information is available at

Intel® Extreme Masters – Intel® Extreme Masters is the longest-running global professional esports tournament circuit in the world. Started in 2006 by Intel and ESL, the competition has now traveled to over 30 cities around the globe and conducted tournaments for 11 different competitive gaming titles. Esports fans from more than 180 countries regularly make IEM events record-breakers in terms of stadium attendance and viewership, with the tournament’s inaugural event in Australia in May 2017 marking the fifth continent for the global competitive circuit. Throughout more than 75 IEM events, over US $11 million in prize money has been awarded to some of the world’s top esports talent (

About Molkerei Alois Müller GmbH & Co. KG 

Founded in 1896 by Ludwig Müller, the former village dairy developed into a modern large dairy from the time it was taken over by Theo Müller in 1971. Around 140 million kg of milk are now processed into high-quality dairy products at the Alois Müller dairy’s Swabian headquarters. In many product groups, Müller has created a market with numerous innovations in the first place. For example, buttermilk, kefir, Müller Corner, Müller Rice or the flavoured Müllermilch. The company still holds top positions in these segments. The Müller brand is almost 100 percent well known and practically everyone in Germany knows the slogan: “Alles Müller, oder was?” (“Müller, what else?“).

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EFG owns a portfolio of brands in different categories. We are leading the industry with numerous online and offline competitions, digital platforms as well as gaming lifestyle festivals.