Nescafé inks deal with MAD Lions

Global coffee brand Nescafé has inked a deal with MAD Lions E.C., a Spanish eSports organization. According to the partnership, Nescafé’s 3-in-1 brand would sponsor MAD Lions’ League of Legends team. Both the parties would jointly produce digital content and host activations as well, through which fans can meet the team’s players. The deal will come to force with the Madrid Games Week on October 18-21.

Marcos Eguillor, Co-founder and CCO of MAD Lions E.C. commented: “The entry of the Nestlé group (one of the largest advertisers in the world), through the signing of a sponsorship agreement with Nescafé and its product Nescafé 3in1, is a very important step for MAD Lions E.C. in its relationship strategy with leading brands in its segments. In addition, it is excellent news for a sector that every day attracts more consumer brands that are committed to innovation, digitalization and the transformation of their model of relationship with the customer through eSports.”

The Swiss company had already been involved with the esports industry, including hosting Hearthstone tournaments with PGL Esports. This is Nescafé’s first venture into esports in Spain.

Carlos Calvo, Digital Manager of the Coffee department at Nestlé added: “Coffee is a perfect complement to enjoy any videogame or esports as a spectator. [Nescafé 3-in-1] for us is represented with the #VoyConTodo concept. What better than MAD Lions E.C., as leader of esports in Spain, to communicate this way of thinking.”