TNL Esports Brand Tracker 003: Snickers

TNL Take: Snickers has long been involved with gaming sponsorships and has had a strong relationship with EA Madden NFL going back to the 2010 game.

Snickers In EA Madden NFL 15 (Photo: EA Sports)

Snickers In EA Madden NFL 15 (Photo: EA Sports)

Snickers has also been partnering on the mobile gaming side of things with another integration in this years EA Madden NFL 18 Mobile.

Snickers In EA Madden Mobile 18 (Photo: EA Sports)

Snickers In EA Madden Mobile 18 (Photo: EA Sports)

EA Madden NFL Club Series (Photo: EA Sports)

EA Madden NFL Club Series (Photo: EA Sports)

Snickers and FlyQuest Sports (Photo: FlyQuest Sports)

Snickers and FlyQuest Sports (Photo: FlyQuest Sports)

The sponsorship includes all of FlyQuest teams and is made up of several elements including:

  • Jersey placement
  • Team House presence
  • MVP of the Match
  • Onsite fan activations
  • Branded content
  • Weekly Fan Voting

Interesting that Snickers Sr. Brand Manager Michael Italia said that they were looking for teams "committed to League of Legends and Rocket League".

Now that teams are locked for the NA LCS, we will hopefully see more unique brand integrations to come.

TNL eSports Brand Tracker 015: Snickers and Madden Pro Team Club Series

TNL ESPORTS BRAND TRACKER 015: SNICKERS AND MADDEN CLUB SERIES

Snickers Video Ad (Photo: YouTube)

Snickers Video Ad (Photo: YouTube)

TNL Take: This isn’t Snickers’ first time around in eSports (or Madden). Their involvement in Turner’s ELEAGUE featured hilarious replays and their sponsorship of the Patriots Club Series Championship brought those back - except without the focus on being funny.

Snickers Replay Advertisment (Photo: YouTube)

Snickers Replay Advertisment (Photo: YouTube)

In addition to being the replay, they were also featured in rotating in-game banner ads

Snickers Rotating In-Game Banner (Photo: YouTube)

Snickers Rotating In-Game Banner (Photo: YouTube)

As well as featured in the player camera backdrop.

Player Camera Snickers Placement (Photo: YouTube)

Player Camera Snickers Placement (Photo: YouTube)

Nothing different than other EA Madden NFL Pro Team Club Series Brand integrations but there's one key factor here: Brand Renewals.

Having a Brand like Snickers support In-Game Advertising going back several years to their 3rd eSports Sponsorship shows continued belief in Gaming as a viable advertising platform.

 

We need more Brands like Snickers 🙏🏽

TNL eSports Brand Tracker 042: Snickers and E LEAGUE

TNL eSports Brand Tracker 042: Snickers and E LEAGUE

TNL eSports Brand Tracker 042: Snickers (Photo: Turner)

TNL Take: Following Arby's, Buffalo Wild Wings, Credit Karma, Domino's; the Turner Ad Sales team continues it's Non-Endemic Brand deals now unveiling Snickers as the "Official Chocolate Bar" of E LEAGUE.

Outside of the usual commercials and call outs, Snickers gets a deeper integration. In addition to sponsoring the pre-game show, Snickers will also get “You’re Not You When You’re Hungry” Moments airing post-game every week showcasing the best bloopers of the week.

Also other Ad Spots will only air between breaks along side of E LEAGUE's scrolling ticker highlighting stats and additional information.

Pretty cool.

What's even more interesting is that Snickers chose Counter-Strike having been relatively non-FPS in their previous endeavors. 

Here are the last 4 Activations in EA Madden NFL:

EA Madden NFL 10

TNL eSports Brand Tracker 042: Snickers (Photo: YouTube)

EA Madden NFL 15

TNL eSports Brand Tracker 042: Snickers (Photo: EA)

EA Madden NFL 16

TNL eSports Brand Tracker 042: Snickers (Photo: Snickers)

EA Madden NFL 16 Mobile

TNL eSports Brand Tracker 042: Snickers (Photo: EA Madden Mobile)

 

Interesting change of direction.