Esports tournament organizer BLAST announced Wednesday that it has renewed its partnerships for 2025 with instant snack brand Pot Noodle, Knorr and UNOX—all Unilever Nutrition brands—for its Counter-Strike 2 competitive circuit, BLAST Premier. All three partnerships were facilitated through Mindshare. The new partnerships will run until September 2025, which will include the BLAST Premier Fall Showdown (Aug. 21 – 25, 2025).
Financial terms of the partnerships were not disclosed.
BLAST will continue working with the Unilever Nutrition brands, with Pot Noodle, Knorr, and Unox being incorporated into the BLAST Premier broadcasts for the remaining Fall Series events in 2024. In addition, these “official convenience meals partners” will continue into BLAST Premier in 2025—BLAST Premier Fall Groups, BLAST Premier Fall Showdown, BLAST Premier Fall Final, and BLAST Premier’s 2025 London event.
Brand integrations will include product booths at BLAST Premier in-person events, marketing during broadcasts and across the company’s social media channels. Finally, BLAST said that these three brands will have a “specially created series of short-form content viewable on BLAST’s channels alongside a social media campaign.”
Unilever’s aim with this partnership is to reach younger audiences in Europe in countries such as the UK & Ireland, Germany, Austria, Switzerland, and the Netherlands.