LoL: The German team in crisis is now relying on the best nutrition through … REWE?!
The esports organization SK Gaming is based in Cologne and has successful e-athletes under contract with titles such as Clash Royale and FIFA 22. In League of Legends, things are only going so well in the LEC. In the summer season 2021 they were penultimate, only Schalke was even worse. Now the team from Cologne is entering into a partnership with the supermarket chain REWE and emphasizing how important good nutrition is to them. A bizarre commercial accompanies the campaign.
What kind of team is that?
- SK Gaming is a German e-sports organization that was founded in 1997 as “Schröt Kommando” in Oberhausen. Investors in the organization include Daimler AG, FC Köln and Deutsche Telekom.
- Since Schalke 04 sold its spot in the LEC, SK Gaming has been the only German professional team in LoL: However, things are not going so well there. In the summer of 2021, SK Gaming was penultimate, only Schalke was even worse and they practically dissolved their team.
- However, SK Gaming also has many other e-athletes under contract. You’re well positioned for games like Clash Royale, FIFA 22 or Brawl Stars. Here you have some professionals from Germany under contract like Morten “Morten” Mehmert or Lucas “BigSpin” Nägeler, but also content creators like Tim Latka (FIFA 22).
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“Old Salmon”
This is the commercial: A somewhat bizarre commercial from SK Gaming appeared on St. Nicholas Day.
Two of the team’s content creators, Laura Lunardi and Troubleinc, walk through a REWE while speaking to each other in English. E-athletes and content creators from SK Gaming work at REWE and operate the market there as employees.
The “Clash Royale” professional Morten puts away a freezer shelf, looks at his work proudly and says appreciatively: “Old salmon.”
Love for 1. FC Köln connects REWE and SK Gaming
This is what SK Gaming says about the partnership: They say they place a great focus on nutrition for their e-athletes, so it is great when you can rely on the “fresh and high-quality products” from REWE.
You feel a deep connection to REWE, they also come from Cologne and are sponsors of FC Köln.
This is what REWE says: They also emphasize their proximity to Cologne and say the partnership with SK Gaming is close to their hearts. REWE also seems to have a great love for FC Köln.
Esports organizations are getting bigger and bigger deals
This is behind it: This is a sponsorship in which REWE tries to reach a “younger audience” and wants to make some money with SK Gaming.
Lately there have been increasing reports that the big esports teams in particular are acquiring huge sums of money from the USA:
SK Gaming is now relying on fresh and high-quality products from REWE. In LoL, things can only get better for SK Gaming.
What the US version of such a sponsoring deal looks like can be seen on the US team TSM:
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