TNL eSports Brand Tracker 006: Nestle Peters Maxibon and Avant Gaming

TNL ESPORTS BRAND TRACKER 006: MAXIBON AND AVANT GAMING

TNL eSports Brand Tracker 006: Maxibon and Avant Gaming (Photo: Avant Gaming)

TNL eSports Brand Tracker 006: Maxibon and Avant Gaming (Photo: Avant Gaming)

TNL Take: I recently mentioned that the CPG Ad category should see big growth within eSports this year.

Based on January alone, CPG is the leading Ad category for eSports investment in 2017.

Recently, Australian eSports team Avant Gaming announced their partnership with Peters Maxibon, an ice cream Brand whose parent company is Nestle.

This is Australia's 2nd Non-Endemic Brand investment after St. George's Bank last year and the first in CPG - or FMCG (Fast Moving Consumer Good) as they say Down Under.

This is also not Nestle's first eSports investment having done 2 programs with their Hot Pockets Brand last year.

Outside of being included on Avant Gaming's Twitter and Jersey, further details were not revealed.

Although I hope next time their sponsored content is better than the announcement video.

TNL eSports Brand Tracker 028: St. George Bank and ESL

TNL ESPORTS BRAND TRACKER 028: St. George Bank and ESL

TNL eSports Brand Tracker 028: St. George Bank (Photo: ESL)

TNL Take: As the TNL eSports Brand Tracker keeps moving up, there's been one big missing Ad category:

Financial Services.

Not since 2013 when American Express and Riot announced their League of Legends branded card, has a Financial company invested in eSports - the rewards were also discontinued in 2014.

American Express and League of Legends (Photo: Riot)

Looks like the first to break the Financial category for eSports in 2016 is St. George Bank.

You probably haven't heard of them but after a merger with Westpac, they are now Australia's 4th largest Bank. For perspective, the US 4th equivalent is Wells Fargo.

Which makes sense that St. George is partnering with ESL's AU and NZ Championship.

There's a huge opportunity for a US based bank to take the lead as the category is wide open in eSports.

Ill leave you with this lovely message from St. George Bank's mascot, Happy the Dragon: