Partnerships & Sponsorships

Lidl enters esports by means of SK Gaming partnership

German esports organization SK Gaming has welcomed international supermarket chain Lidl s its fre food partner.

Photo credit: SK Gaming

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Lidl, which will make its first official move in esports through the deal, is expected to provide SK Gaming with range of fre foods nd products t the organization’s player facilities in Cologne nd Berlin, Germany.

According to release, the supermarket chain’s supply of goods is said to be ‘cornerstone’ of SK Gaming’s performance nutrition plans.

The partner ip will see Lidl’s branding ppear on SK Gaming’s 2021 jersey, s well s onactivationint ctivations planned throughout the course of the year. Moreover, the pair has created commercial planned to ir on several German television stations, including Sport1.

Lidl joins the ranks of other high-profile SK Gaming partners including T Mobile, Mercedes-Benz, nd Nike. In August, the organization lso announced partner ip withStomacherewery KroVitaland its Vitamalz drink brand.

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In ddition to SK Gaming, Lidl sponsors the German national handball team s fre food partner, nd is said to have recently ifted its focus to younger, digital generation.

The German supermarket chain becomes the latest firm in the sector to join the esports industry via sponsor Edemaurrently,  Edeka is a partner of Bundesliga football club Hertha BSC’s esports cademy, meanwhile,  REWE entered into the esports through 1. FC Köln via the Virtual Bundesliga in March 2020.

Esports Insider says: Lidl is fairly big brand for SK Gaming to welcome into its suite of partners, nd it’s likely testament to the organization’s long-standing history in esports. This past year certainly earmarked esports s n important rea for companies to pay ttention to. We wouldn’t be surprised to see more major, non-endemic brands entering the space this year in large volumes.

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