The esports organization SK Gaming is based in Cologne and has successful esports athletes under contract for titles like Clash Royale and FIFA 22. However, in League of Legends, things are just mediocre in the LEC. In the summer season of 2021, they finished second to last, with only Schalke being worse. Now the team from Cologne is entering into a partnership with the supermarket chain REWE and emphasizes how important good nutrition is to them. A bizarre commercial accompanies the campaign.
What kind of team is this?
- SK Gaming is a German esports organization that was founded in 1997 as “Schröt Kommando” in Oberhausen. Investors in the organization include Daimler AG, 1. FC Köln, and Deutsche Telekom.
- Since Schalke 04 sold its spot in the LEC, SK Gaming is the only German professional team in LoL: However, things are not going well there. In the summer of 2021, SK Gaming finished second to last, only Schalke was worse, and they practically disbanded their team.
- However, SK Gaming also has many other esports athletes under contract. In games like Clash Royale, FIFA 22, or Brawl Stars, they are well positioned. Here, they have several professionals from Germany under contract, such as Morten “Morten” Mehmert or Lucas “BigSpin” Nägeler, but also content creators like Tim Latka (FIFA 22).
“Old Salmon”
This is the commercial: On Nikolaus Day, a somewhat bizarre commercial from SK Gaming was released.
Two of the team’s content creators, Laura Lunardi and Troubleinc, walk through a REWE while speaking to each other in English. In the REWE, esports athletes and content creators from SK Gaming work there as employees running the store.
The “Clash Royale” pro Morten is stocking a frozen food shelf, looks at his work proudly, and says appreciatively: “Old Salmon.”
Love for 1. FC Köln connects REWE and SK Gaming
This is what SK Gaming says about the partnership: They say they place a great focus on nutrition for their esports athletes, so it’s great to be able to rely on REWE’s “fresh and high-quality products.”
They feel a deep connection to REWE, who also come from Cologne, and are sponsors of 1. FC Köln.
This is what REWE says: They also emphasize their closeness to Cologne and say that the partnership with SK Gaming is close to their heart. At REWE, there seems to be a great love for 1. FC Köln as well.
Esports organizations are closing larger and larger deals
What’s behind it: This is a sponsorship where REWE is trying to reach a “younger audience” and with which SK Gaming wants to earn some money.
Recently, reports have increased that especially the major esports teams from the USA are acquiring huge amounts:
- The FAZE Clan wants to go public and make a lot of money there.
- 100 Thieves wants to become its own fashion label.
- TSM sold its name for several hundred million US dollars to a cryptocurrency exchange.
SK Gaming is now focusing on fresh and high-quality products from REWE. In LoL, things can only get better for SK Gaming.
What the US version of such a sponsorship deal looks like can be seen with the US team TSM:
