DORITOS JOINS FORCES WITH MAJOR LEAGUE GAMING IN PARTNERSHIP TO DISCOVER NEXT GENERATION OF PRO VIDEO GAMERS
Companies to launch The Doritos MLG Skills Combine to drive evaluation and promotion
of emerging talent
Wide-ranging marketing support from the Doritos brand expands competitive social gaming excitement and opportunity to reach an even larger audience
NEW YORK AND PLANO, TX—September 3, 2009 —Major League Gaming and the Doritos brand today announced a partnership to bring pro football’s combine concept to the competitive video game world. The Doritos MLG Skills Combine will be a nationwide, multi-day competition where amateur players are put through their paces by MLG League officials and pros, with an eye towards evaluating their potential for participation in the MLG Pro Circuit.
“We have long believed in big ideas and the power of emerging talent to drive consumer behavior,” said Rudy Wilson, director of marketing, Doritos. “MLG is one of the biggest new ideas in sports and video games, and the Doritos brand looks forward to supporting the passions and aspirations of the millions of MLG fans who dream of turning pro one day.”
The Doritos/Major League Gaming partnership spans multiple distribution and activation touch points, including both live and online competition and evaluation, original programming, online tournaments and deep fan engagement, as well as an exciting retail program to be announced this fall.
“Doritos is an iconic brand and snack, with a legendary marketing prowess. Bringing all that to bear for the good of our fans is a beautiful thing,” said Sundance DiGiovanni, co-founder and chief creative officer of MLG. “The ability to showcase talent in a live competition environment is critical in our sport and our collaboration with Doritos will enable many more aspiring pros to get noticed, get better, and try to break into the pro ranks.”
Stay Tuned for More Info Coming This Fall!
ABOUT DORITOS
Frito-Lay North America is the $12 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana. Learn more about Frito-Lay at the corporate Web site, www.fritolay.com and the Snack Chat blog, www.snacks.com.
PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.
ABOUT MAJOR LEAGUE GAMING
Major League Gaming is the largest professional video game league in the world. MLG is the dominant media property exclusively targeting the approximately 40 million consumers in North America who have a passion for playing video games as a competitive social activity, while giving sponsoring brands access to this highly influential demographic. We represent the best professional gamers and give millions of aspiring players around the world an opportunity to compete, improve their skills, and socialize through our thriving online community and live Pro Circuit competitions. |
