Portuguese esports organisation EGN Esports has named North American cookie brand Chips Ahoy! as its latest sponsor.
The deal marks the brand’s entrance into the gaming and esports industry in Portugal.
While the entrance of Chips Ahoy! into the Portuguese market may be a first, it isn’t the first time that the brand has entered the European market. In 2020, it was named as a sponsor of G2 Arctic, the academy team of Berlin-based organisation G2 Esports.
Rita Alves, Senior Brand Manager of Bakery at Mondelez, spoke on the deal in a release: “This partnership represents a clear approach of Chips Ahoy!