EA Sports’ has announced Gillette, Campbell’s, Oakley, and Snickers as new sponsorship partners for their 2021 Madden Championship Series.
Each brand will have it’s own key activation dedicated to the brand.
Gillette will be the sponsor of the Gillette Style Zone within The Yard, Snickers will be the sponsor of a top plays segment titled #SnickersTop5Plays, Campbell’s will be a sponsor of a tournament later in the season and Oakley will be the presenting sponsor of Derwin James Vs. The World, which will see the Los Angeles Chargers superstar safety take on other NFL players in Madden.
“Our partnership with EA SPORTS and Madden is the perfect melding of two core marketing platforms for Gillette, the NFL and gaming, leveling up our presence in both,” Greg Via VP of Global Sports and Esports Marketing at Gillette said in a statement. “Following the successful launch of the Gillette Style Zone in Madden NFL 21, we’re excited to add to our esports programs by sponsoring the Madden Championship Series. This partnership is not only an extension of Gillette’s rich heritage of sports marketing, but also of Gillette’s standing as one of the first non-endemic brands in gaming and esports.”
The announcement marks another big move in esports for EA Sports, but will it be enough to salvage Madden 21, which has been widely trashed and has seen mass calls on social media for the NFL to drop EA from creating NFL video games?
It remains to be seen, but it is an uphill climb to say the least.