ESL Gaming announces Müllermilch partnership

The German dairy brand joins as a Premium Partner.

Leading esports tournament organiser ESL Gaming has announced a new partnership with German dairy brand Müllermilch. The partnership will see Müllermilch serve as a Premium Partner for the entirety of 2022.
As a result of the deal, fans and players will get Müllermilch products, and both ESL and Müllermilch will be working on various activations which will be centred around “community participation”.

Jasmin Haasbach, Senior Director of Global Brand Partnerships at ESL Gaming, commented:
“We are very excited to welcome an iconic brand like Müllermilch, which continues to impress with iconic campaigns, as a partner to create new highlights in national esports together.
“We are seeing a strong response from brands looking to get started in esports and in Müllermilch we have found a strong partner who is keen to help shape the future of esports for the community in the long term.”

Andreas Wagner, Senior Brand Manager of Müllermilch at Molkerei Alois Müller, added:
“For Müllermilch, the step into the world of esports is a very exciting new direction. We are very much looking forward to joining our partner ESL Gaming at the national tournaments in the future and couldn’t be more excited to start a comprehensive activation campaign within the framework of the iconic IEM Cologne 2022.
“The esports community will be able to experience our brand engaging both online as well as on-site at live tournaments.”

Müllermilch is also set to partner the ESL Meisterschaft and will be a partner at the upcoming IEM Cologne, which is scheduled to take place in July 2022.