Supermarkets cash in on esports with SK and Vitality partnerships

Adam Fitch
Aldi Lidl SK Gaming Team Vitality Esports

German supermarkets Aldi and Lidl have invested in esports through partnerships with SK Gaming and Team Vitality.

Providing fresh food as part of their deals, both of the supermarket chains are hoping to improve the health and nutrition of their partners’ players. The alliance between Lidl and SK Gaming is for the duration of 2021, whereas Aldi and Team Vitality have signed a three-year agreement.

The partnership with SK is the first move into esports for Lidl. Aldi already tried to appeal to esports audiences but their campaign was cut early.

Lidl and their German partner released a promotional video to announce their collaboration, which includes a jersey sponsorship and “various joint activations,” on January 11.

Throughout the three-year partnership, Aldi and Team Vitality will promote the importance of a healthy diet throughout the French org’s digital channels. The supermarket giants will also have their logo emblazoned on the team’s jerseys in Fortnite, FIFA, and the French national League of Legends competition, LFL.

The organizations have one thing in common: they both compete in the LEC, the top flight of League of Legends esports in Europe. The competition will commence its 2021 spring split on January 22.

Team Vitality adidas trainers
Vitality revealed a new trainer with their major apparel partner adidas in December 2020.

“Team Vitality is delighted to be associated with ALDI France,” said Team Vitality CEO Nicolas Maurer. “The impressive growth of the creator of discount in his sector is reminiscent of Team Vitality’s trajectory in esport, and ALDI France’s desire to promote healthy and varied food for all resonates with the permanent search for performance. within our teams. Great stories and activations will inevitably emerge from this collaboration.”

Aldi’s short-lived esports campaign was axed in March 2019 after it was criticized for its attempt to mock “addicted” gamers away from laying to sit down at the dinner table. They stayed away from the industry after that until announcing their alliance with Vitality on January 14, 2020.