With the growing popularity of eSports, more and more companies decide to use the exposure they provide to advertise their non-gaming-related products. ELEAGUE, the CS:GO league, which is televised on TBS, is one of the biggest draws for such brands. It’s no wonder that a brand everyone knows decided to sponsor the league.
What is the newest ELEAGUE sponsor? SNICKERS. Yes, you read that right. SNICKERS are going to be the official chocolate bars for Season 2 of ELEAGUE, as stated in the press released by Turner, the company which, partnered with WME | IMG, runs it. If you’re curious, you can find the release here.
At first, the whole thing might sound weird, however, when you think about it, it fits. Perfectly. It’s a fact that gamers aren’t the healthiest of eaters. They love candy. I’m a gamer, SNICKERS is my favorite chocolate bar and I’m not just saying that. I’m sure I’m not alone, right? Right. It doesn’t even end there.
When sponsored by awkward brands, which don’t really fit, eSports leagues and events have to do weird stuff to actually deliver on the exposure they promised the sponsor for their money. That’s not the case with SNICKERS for one simple reason. For a long time now, SNICKERS has been running a marketing campaign called “You’re Not You When You’re Hungry,” according to Allison Miazga-Bedrick, Sr. Marketing Director for SNICKERS. In her own words, “The Brand craves getting closer to ELEAGUE’s dedicated millennial fan base who looks for the kind of fun that aligns to the solution that only SNICKERS offers when ‘You’re Not Yourself When You’re Hungry.”
That’s all well and good, but the question remains: HOW is ELEAGUE going to include SNICKERS into their broadcasts? Quite easily, actually. Additionally to the traditional ads during the broadcast, there will also be a segment called “You’re Not You When You’re Hungry” Moments, which will air post game every week. It will capture the biggest gaffes and bloopers from that week of gameplay. Do you see why it fits perfectly now?
Just in case you don’t… Professional players are know to hit shots which seem impossible to the viewer. Mid-air no scope AWP headshot while turning 180 degrees? Sure. Why not? But sometimes, players also don’t feel like themselves. Want some examples? Just look for yourself in the first installment of You’re Not You When You’re Hungry Moments right here: