ESL FACEIT Group Partners With Unilever Brands for IEM Cologne, ESL Pro League

ESL FACEIT Group partners with Unilever food brands

International tournament and gaming festival company ESL FACEIT Group (EFG) announced a partnership with several Unilever food brands including Knorr, Pot Noodle, and Unox.

Financial terms of the deal were not disclosed.

Under the terms of this new partnership with Unilever, Knorr, Pot Noodle, and Unox brands will be integrated into Intel Extreme Masters (IEM) Cologne 2024 and 2025, as well as ESL Pro League Season 21.

These brands will be part of what EFG calls a mix of interactive on-site, in-arena activations, and on-air segments during broadcasts.

“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 overall partnership will make its debut at IEM Cologne 2024 from Aug. 7-18 with Unilever brands Knorr and Pot Noodle being featured on-air and hosting interactive experiences that highlight an “array of easy-to-prepare Snack Pots, with reminders in-arena and on-broadcast.”

At its on-site booth, Knorr will give fans a chance to win prizes, including merchandise, discount vouchers, gaming gear, and the chance to compete on a custom Counter-Strike 2 map for “exclusive in-game items and skins.”

On a related note, ESL announced that it is launching a new campaign to celebrate 25 years of being in business called “Live Legendary.” Beginning at IEM Cologne, the campaign will see an update of its font and other visual elements, but retain the same color schemes it currently uses. The update in its branding was made possible through a collaboration with Design Bridge.

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

ESL FACEIT Group is a wholly-owned subsidiary of Savvy Games Group—which in turn is owned by the Saudi government’s Public Investment Fund and its Chairman of the board is Saudi Arabia’s de facto ruler HRH Crown Prince MBS. EFG is home to tournament organizer ESL, Esports Engine, competition platform FACEIT, and esports and gaming festival company DreamHack.