Getting on with gaming
Image: ESL
Müllermilch in Germany has set up a partnership with ESL Gaming in Cologne, and is now a premium partner for the E-sport championship. It is the first dairy partnership for ESL Gaming, and for Müller, it’s an “exciting new direction,” according to Andreas Wagner, senior brand manager for Müllermilch.
Now, if you are over a certain age, you may be wondering what the fuss is about. I would say, go ask your teenager. Among the youths of today, E-sports is very popular in Europe and Asia, particularly in South Korea. In 2020, the global turnover was $US1 billion, according to the website sportytell.com. The biggest advertisers tend to be companies such as Red Bull, Coca-Cola and Intel. Disney’s Marvel universe is also a key sponsor. For the IEM Cologne, the main sponsors are Intel, DHL, 1X Bet and Müllermilch.
In a world where regional differences can sometimes be a barrier, IEM Cologne is a United Nations of gaming, hosting 24 teams from Europe, North and South America, Oceania and Asia. Its in-person event was delayed last year due to Covid, but the Lanxess Arena can hold 20,000 people and no doubt the teenage and young adult fans are looking forward to being in-person at the event in July. It looks like quite a setup and no doubt will offer everyone a grand few days out.
I think it is a very good idea that Müllermilch is supporting this event and its larger participation in E-sports. Let’s face it, dairy offers cheap, nutritious products and young people are its ideal target market. They should be drinking milk products rather than other types of soft drinks, in my humble opinion. It’s a win-win for everyone in this case, and a new avenue for the industry to go down.
- Suzanne Christiansen, editor, Dairy Industries International.
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