Cult ice-cream brand Maxibon has become the first FMCG brand (or so it claims) to enter the competitive video gaming sector, announcing a new sponsorship with Aussie eSports team organisation Avant Garde.
The partnership will see Avant Garde’s pro gamers wearing jerseys adorned with the Maxibon logo for the 2017 eSports season, with the brand to receive worldwide exposure through competitions held across the globe.
Peters’ head of marketing, Alicia Munday, said the company was excited to be part of the growing eSports scene in Australia through Maxibon.
“Maxibon is already a huge part of the gamers snacking repertoire, so it was a great fit for the brand,” she said.
“Avant Garde is an exciting partner for us, and we’re proud that Maxibon will be fuelling them to greatness in the biggest local leagues and on the world stage.”
The partnership was organised by Peters’ media agency, Zenith, and Double Jump Communications, a gaming and technology specialist agency.
Paul Houlihan, business director at Double Jump Communications, said interest from consumer brands in eSports has exploded in the last 12 months.
“eSports provides a meaningful avenue to reach a passionate audience and a blue ocean for FMCG brands,” he said.
“It’s the equivalent of getting in on the ground floor with the birth of World Series Cricket.”