BLAST's latest partnership brings Knorr, Pot Noodle and Unox onboard until September 2025
Esport entertainment company BLAST has renewed its partnership with instant snack brand Pot Noodle on top of welcoming new brands in Knorr and UNOX, originated and brokered by Mindshare. The new partnership spans until September 2025, including the BLAST Premier Fall Final (25th September- 29th September).
BLAST is continuing its work with Unilever Nutrition to bring its brands to the top tier of esports, with Pot Noodle, Knorr and Unox being incorporated into the BLAST Premier broadcast for the remaining Fall Series events in 2024. In addition, the deal will stretch into BLAST Premier’s revamped product in 2025 which will see these brands involved in the London event in September 2025.
Pot Noodle, Knorr and Unox come on board as BLAST Premier’s Official Convenience Meals Partner with the brands aiming to reach audiences in the UK & Ireland, Germany, Austria, Switzerland and the Netherlands. The three brands will be integrated into the BLAST Premier product both digitally and physically.
Fans can expect a multiplatform integration of Knorr, Pot Noodle and Unox across BLAST Premier, with physical branding shown on broadcast alongside in-game/digital integration throughout BLAST Premier’s 2024 fall series events. A bespoke broadcast segment will also feature throughout the coming events involving the brands.
Outside of the broadcast, the three brands will have a specially created series of short-form content viewable on BLAST’s channels alongside a social media campaign. Knorr, Pot Noodle and Unox will also be integrated into BLAST.tv giving back to users on the platform.
Unilever snacking brands will officially feature at the following events:
- BLAST Premier Fall Groups
- BLAST Premier Fall Showdown
- BLAST Premier Fall Final
- BLAST Premier’s 2025 London event.
Alexander Lewin, SVP of Commercial Revenue for BLAST said: “With an exciting 2024 fall season upon us, we’re thrilled to bring onboard Knorr and Unox alongside returning giant Pot Noodle to build on the work which debuted at June’s Spring Final. Fans watching from across the BLAST network can look forward to a fully encompassing partnership that goes beyond just broadcast integration, including on-site activations at our return to London next year. With a brand new format changing how BLAST Premier looks in 2025, we’re excited to already get work underway and bring our first brands onboard for a brand new year of Counter-Strike action!”
“We’re excited to grow our partnership with BLAST, and look forward to our products refuelling both current esports pros and the next generation of talent” said Jean-Christophe Pean, Senior Brand Manager Snacking, Unilever. “Each second counts when you’re gaming, so spending less time cooking equals more time spent in the action – whether it’s watching your favorite teams with friends or playing with your squad.”
The BLAST Premier Fall Season is already upon us with BLAST Premier Fall Showdown right around the corner, with a $135,000 prize pool, featuring 16 of Counter-Strike’s best teams, all competing for the last two spots at September's Fall Final at Forum, Copenhagen.
About BLAST
We’re on a mission to take esports to the next level of global entertainment. We excite and invite billions of fans to join the esports revolution. We create live and digital experiences - from tournaments that pack out major arenas around the world to great content that’s guaranteed to blow your socks off.
We are famous for our unparalleled production quality and game-changing fan-first moments. Bringing together the best teams and biggest superstars to fight it out for glory and multi-million dollar prize pools. Attracting tens of thousands of fans to our crazy-big-adrenaline-pumped live events in big arenas from London and Copenhagen to Atlanta and Sao Paulo, with millions more watching at home from all around the world on our global broadcasts.
We work with some of the world’s best game publishers and brands to elevate their properties into amazing esports experiences. We are currently working with world-leading game publishers Epic Games, Valve and Ubisoft to produce, market and deliver esports for popular titles Rocket League, Fortnite, Rainbow Six and Counter-Strike 2.
About Unilever
Unilever is one of the world’s leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Nutrition and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €59.6 billion in 2023.
For more information about Unilever and our brands, please visit www.unilever.com.
About Mindshare
Mindshare is a media services company that accelerates Good Growth for its clients in the age of transformation. The solutions we create are both Good for consumers and drive Growth for our clients. We were the first purpose built company created by WPP and today we are 10,000 people working in 116 offices in 86 countries, helping to drive Good Growth for our clients, our people, the industry and the world. www.mindshareworld.com
