After Lidl, Aldi, Edeka and Kaufland, Rewe is also getting into esports, such as “Official SK Gaming Nutritionist”.
One of the largest grocery stores in the country is also one of the largest sports sponsors in the country: among other things, Rewe (€ 26 billion in sales, 3,700 stores, 160,000 employees) works with the German national team, as well as with the first and second division. clubs like 1. FC Köln, Borussia Dortmund, Eintracht Frankfurt and Hamburger SV, plus many other handball and basketball clubs.
Now comes digital sport, as a partner of SK Gaming: In the future, the Rewe logo will be seen on the e-sports organization’s branches in Cologne and Berlin, as well as on the sleeves of players’ jerseys (from early 2022). Incidentally, the so-called employer branding will be reinforced, in other words: Rewe wants to position itself as an attractive employer, which has already done reasonably well as part of a game apprentice campaign.
“E-sports is a dynamically growing digital sport, both nationally and internationally, which will continue to gain appeal, especially for young target groups, in the coming years and which has great potential for growth.”, Rewe CEO Lionel Souque is convinced. “We are very pleased that we, as a Cologne-based company, are taking the next step in our esports commitment together with the Cologne-based company SK Gaming and that we can further expand our esports expertise with this strong couple.”
“As a Cologne-based company, the partnership with REWE is, of course, a matter absolutely close to our hearts.”explains SK Gaming CEO Alexander Müller. “Therefore, we are especially eager to follow common paths in the future and to have a strong partner at the regional and national level with a lot of experience in the nutrition sector, which is no less important that you share the love for 1. FC Cologne “.
SK Gaming is one of the most traditional e-sports organizations in Germany and operates, among other things FIFA 22, League of Legends and Clash Royale. The majority of the shares belong to the automaker Daimler and in 2019 1. FC Köln – Deutsche Telekom was added.
Rewe’s cooperation is notable because SK Gaming has been working with food retail competitor Lidl since January 2021, as an “official freshness partner.”
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