ESL FACEIT Group Names Unilever Nutrition Brands Official Partners Across IEM Cologne, ESL Pro League

Multi-brand partnership taps EFG’s global network of 225m gamers to embed Unilever products among top international esports events

Cologne/London – August 15, 2024 – ESL FACEIT Group (EFG), the leading esports and video game entertainment company, and Unilever today announced a partnership to bring several of Unilever’s Nutrition brands to the gaming community through EFG’s esports experiences. The multifaceted deal, brokered by Mindshare, will embed Unilever brands, Knorr, Pot Noodle and Unox, within EFG’s world-class professional ESL Pro Tour esports tournaments, including Intel® Extreme Masters (IEM) Cologne 2024 and 2025 as well as ESL Pro League Season 21, and showcase the value in capturing the attention – and appetites – of gaming’s most passionate and engaged global audience. 

“Unilever is home to some of the most iconic brands in the world, and we are proud to partner with them to further strengthen their commitment to esports,” said Jasmin Haasbach, VP Global Brand Partnerships, Head of Europe, ESL FACEIT Group. “Collaborating with Unilever’s Nutrition brands contributes to the growth of esports and gaming communities, and emphasizes the significance of engaging with a diverse global audience digitally and in-person.”

The partnership will debut at IEM Cologne 2024 from August 7-18 with Unilever brand Knorr and Pot Noodle being featured on-air and hosting interactive experiences. Fans will be able to explore the brand’s array of easy-to-prepare Snack Pots, with reminders in-arena and on-broadcast. Through custom activations at the Knorr booth, fans will get the chance to win prizes, including merchandise, discount vouchers, and gaming gear. Fans can also compete on a custom Counter-Strike 2 map for exclusive in-game items and skins.

“Every second matters when you’re gaming, and less time cooking means more time spent in the action – whether it’s playing with your squad or watching your favorite teams with friends at IEM Cologne,” said Jean-Christophe Pean, Senior Brand Manager Snacking, Unilever. “We’re thrilled to kick off our partnership with EFG at one of the industry’s most prestigious gaming competitions, Intel® Extreme Masters, and look forward to our products fueling both current esports pros and the next generation of talent.”

This year has been a significant one for EFG’s Counter-Strike esports properties. IEM Cologne 2024 celebrates a decade of the event being hosted in the city, with the event consistently being declared as the industry’s most-watched esports event annually. The brand’s most recent event, IEM Dallas, marked the 100th-ever IEM competition and shattered viewership records, with over 825,000 peak viewers at its grand final, serving as a showcase of the game’s longevity and endurance in the ever evolving world of esports. 

For more information about Intel Extreme Masters, visit https://intelextrememasters.com/, for ESL ProTour, visit https://pro.eslgaming.com/tour/.