Nescafé is going global with their esports marketing. The coffee company is sponsoring Spanish competitive gaming team MAD Lions E.C. to create activations and digital content that will promote their 3-in-1 brand. Parent company Nestlé has been ahead of the esports trend since at least 2014, putting brands like KitKat and Lion Cereal into the lucrative scene. These marketing moves from a major brand send a message to other non-endemic brands to level up their involvement in the up-and-coming industry. (Esports Observer, ESI)
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