All Müller, or what? With Müllermilch there is the first dairy sponsor in the German esports scene.

Cologne-based esports organizer ESL has been ‘on’ with Müllermilch for years; now it has obviously worked: Molkerei Alois Müller GmbH & Co. KG has been the national partner of the ESL Championship, which has been running since mid-January, and the Intel Extreme Masters Cologne (IEM Cologne), which is scheduled to be held in the Lanxess Arena in Cologne in mid-July. disciplines apply counterattack, dota 2 and warcraft 3.

Spectators and participating teams should not only buy Müllermilch products “experience” they can, but they are also part of “Fan Activations”. Müllermilch traditionally advertises the product range mainly on television and surprisingly it is practically invisible in the social media segment: neither will Youtube yet Instagram registered with regular contributions – which leads to numbers of homeopathic followers.

“We are very happy to welcome a cult brand like Müllermilch, which always impresses with iconic campaigns, as a partner to set new milestones in national esports together.”, explains Jasmin Haasbach, Senior Director of Global Brand Partnerships at ESL Gaming. “We see a great response from brands looking to get started, and in Müllermilch we have a strong partner who wants to help shape the future of esports for the long-term community.”

For Müllermilch, entering the world of esports is a “a very exciting new direction to make the brand tangible”White Andreas Wagner, Senior Brand Manager Müllermilch at Alois Müller Dairy.” We are looking forward to accompanying our partner ESL Gaming at national tournaments in the future and are already preparing for a holistic activation campaign as part of IEM Cologne 2022.”

ESL Group was acquired a few weeks ago for $1 billion by Savvy Gaming Group (SGG), which is operated and financed by the Kingdom of Saudi Arabia.