Instant action and instant noodles will soon be available in a double pack: The Japanese group Nissin Foods is involved in the esports segment this year. In line with its own slogan "Asian Blast - Be original, eat original", the noodle supplier brings its cup noodles to the international and rapidly growing gaming community - as a sponsoring partner of the "European Masters Spring".

How well the e-sports segment can hold its own against "classic sports" - and how much the digital sports world works as an alternative - is particularly evident in the ongoing coronavirus crisis. Now the next big company is involved as a sponsor: Nissin Foods.

Nissin Foods starts premium partnership

On the last day in April, Nissin Foods started the premium partnership with “European Masters Spring 2020”. In Europe's largest regional competition, the “EU Masters”, some of the best e-sports teams in the German league compete against teams from other nations in the computer game “League of Legends”.

Nissin also supports this year's "ESL Championship", in which the best players from German-speaking countries compete against each other in various gaming disciplines and have the chance to prove themselves in these disciplines.

No question about it, the Japanese noodle company has what it takes to do marketing:


With the partnerships in the esports sector, Nissin Foods aims to address the young and gaming-savvy target group in a targeted manner. “We are absolutely thrilled to have 'European Masters Spring' and ESL as new partners. Bringing the Asian blast to the gaming community is a huge opportunity for us, ”says Tomomitsu Taue, Marketing Director Europe at Nissin. Taue continued: “Esports is one of the fastest growing industries and we are happy to be a part of it. We look forward to a great partnership and to getting the games started! "

As a sponsoring partner of various activities in e-sports, the Japanese noodle company is getting involved in the rapidly growing e-sports market and building on previous advertising projects, such as cooperation with gaming influencers on Instagram or participation in the gaming festival “Dream Hack " in Leipzig. The time to get started is strategically well chosen. Especially in the ongoing Corona crisis, e-sports are receiving special attention and can assert themselves as an alternative to classic sports. 

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