G2, one of the world’s leading entertainment and esports brands, has agreed a major commercial partnership with the most fun snack brand around, PRINGLES® Germany.
The deal will see PRINGLES® come on board as the presenting partner of G2 Esports’ talent search series Making The Squad. Currently in pre-production for its third series, Making The Squad: FIFA Edition will chart the fortunes of participants in a global competition who are looking to secure a place on the G2 Esports Team and a winner’s prize of €10,000.
Making The Squad: FIFA Edition will be an eight-part content series based on Electronic Art’s iconic football video game, FIFA 21. Making The Squad: FIFA Edition is a co-production between G2 Esports and Insight TV, a global 4K UHD channel that specialises in adventurous lifestyle content focused on a millennial audience. Insight TV is headquartered in Amsterdam and also has global offices in New York and Los Angeles.
Making The Squad: FIFA Edition is broadcast on Insight TV with additional content broadcast on G2’s social channels.
The latest series will chart the Making The Squad : FIFA Edition competition, which sees participants tested on their FIFA 21 console skills, whilst also challenging competitors to replicate their gaming skills in a series on FIFA-themed real-life challenges.
Performances in the real-life challenges will be factored into the scoring, but the ultimate climax of the tournament will be a series of head-to-head FIFA 21 games that will determine who progresses and who is eliminated.
Making The Squad: FIFA Edition will include a series of interviews and content packages with all participating players set in their hometowns, designed to explore their route into the esports world and the key influences that have helped them on their journey.
Carlos ‘ocelete’ Rodriguez, the legendary esports player and G2 CEO, will be a key member of the judging panel and will bring his unique brand of energy and passion for all things esports to the show.
Lindsey Eckhouse, Commercial Director at G2 Esports comments, ‘We are hugely excited to embark on the third series of Making The Squad with PRINGLES® on board as our presenting partner. PRINGLES® is an iconic, household name brand that resonates with consumers globally. The annual release of FIFA is one of the biggest moments on the global gaming calendar.
By marrying the power of these two super-brands as partners, we truly believe we are set up to deliver the most compelling series of Making The Squad to date. We can’t wait to get going on creating the latest episodes of our much loved series for the esports community and beyond.’
Andreas Billker, Senior Marketing Activation Manager from PRINGLES® comments, ‘We are proud to announce ourselves as the presenting partner for the third series of Making The Squad. G2 are one of the most innovative and creative brands in esports, so we are hugely excited as to the possible opportunities this partnership offers to our brand and our global customer base.
In Pringles’ longstanding commitment to the esports and gaming scene, this partnership with G2 and the triad with FIFA is the best next step to progressively anchor our brand in the community.
We look forward to working with Carlos, the senior team at G2 and all the participants in Making The Squad to tell the story of the hunt for the best FIFA players on the planet!’
Making the Squad: FIFA Edition will be filmed in 4K UHD and casting for participants is currently underway. Contestants will train at the G2 Esports Academy in Berlin, Germany.