SK Gaming adds Krombacher, Vitamalz as beverage partners

German brewery Krombacher and its Vitamalz drink brand have been announced as the official beverage partners of SK Gaming.

The companies will collaborate on social media content featuring SK Gaming players and teams, as well as an online video series. This is Krombacher’s first esports sponsorship.

Uwe Riehs, Chief Marketing Officer at Krombacher, commented in a release: “For us, SK Gaming is the ideal partner for our involvement in esports. It is a strong brand and a team with a high level of quality and professionalism – a requirement that we set for ourselves. We are convinced that we can use each other’s synergies, reach new target groups and, in particular, offer added value to the community with exciting content.”

In addition to Krombacher and Vitamalz product and logo placement in SK Gaming broadcasts and at events, the companies will also jointly produce a mobile esports tournament and plan additional activations beyond that. SK Gaming fields teams in the mobile games Clash Royale and Brawl Stars, along with games on other platforms.

According to a release, Krombacher’s brewery is located in North Rhine-Westphalia, which is near to SK Gaming’s Cologne headquarters. SK’s facilities in Cologne and Berlin will both be stocked with Krombacher products thanks to this new alliance.

Alexander T. Müller, CEO at SK Gaming, added: “It is no longer a secret that we at SK Gaming are very committed to looking after our players holistically. The entire nutrition area is one of the central topics. With the Krombacher product portfolio, we have succeeded in winning the perfect partner for us. We are extremely happy about the trust that is placed in us here. In addition to our players, who of course primarily benefit, we will ensure that the community can get to know Krombacher and its brands extensively.”

Here’s another non-endemic brand entering the space with a partnership that makes a lot of sense for Krombacher, given the close proximity to SK Gaming’s headquarters and their large German fanbase.

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