ESL Gaming announces partnership with Müllermilch

Esports tournament organizer ESL Gaming has announced a partnership with German dairy producer Müllermilch. As part of the deal, the brand will become a premium partner of ESL Meisterschaft throughout the 2022 season.

Fans and teams participating in the championship will receive some products from Müllermilch. In addition, both sides will cooperate in activations aimed at engaging the gaming community. However, specific details about activations will be revealed in the near future.

Jasmine Haasbach, Senior Director of Global Brand Partnerships at ESL Gaming: "We are thrilled to welcome an iconic brand like Müllermilch, which continues to impress with iconic campaigns, as a partner to co-create new national esports highlights. We are seeing a strong response from brands looking to get started in esports, and at Müllermilch we have found a strong partner who is committed to helping shape the future of esports for the community in the long term."

Together with ESL Meisterschaft, Müllermilch will reportedly be among the partners of IEM Cologne 2022 in CS:GO, which will be held in July.

Andreas Wagner, Senior Brand Manager Müllermilch: "For Müllermilch, stepping into the world of esports is a very exciting new direction. We look forward to joining our partner ESL Gaming in national tournaments in the future and look forward to launching a comprehensive activation campaign as part of the iconic IEM Cologne 2022".

The agreement marks Müllermilch's entry into the esports industry, becoming ESL Gaming's first such partner. Recall that last month the tournament organizer teamed up with the operator FACEIT. And after that, both companies were bought by a group supported by Saudi Arabia for $1.5 billion.