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Berlin-based organisation G2 Esports has entered into a major commercial partnership with the popular snacks brand, PRINGLES.

The deal will see PRINGLES come on board as the presenting partner of G2 Esports’ talent search series Making The Squad. Currently in pre-production for its third series, Making The Squad: FIFA Edition will chart the fortunes of participants in a global competition who are looking to secure a place on the G2 Esports Team and a winner’s prize of €10,000.

“We are hugely excited to embark on the third series of Making The Squad with PRINGLES on board as our presenting partner. PRINGLES is an iconic, household name brand that resonates with consumers globally. The annual release of FIFA is one of the biggest moments on the global gaming calendar,” Lindsey Eckhouse, Commercial Director of G2 Esports, said.

“By marrying the power of these two super-brands as partners, we truly believe we are set up to deliver the most compelling series of Making The Squad to date. We can’t wait to get going on creating the latest episodes of our much loved series for the esports community and beyond,” Lindsey Eckhouse added.

“We are proud to announce ourselves as the presenting partner for the third series of Making The Squad. G2 are one of the most innovative and creative brands in esports, so we are hugely excited as to the possible opportunities this partnership offers to our brand and our global customer base,” Andreas Billker, Senior Marketing Activation Manager at PRINGLES, said.

“In Pringles’ longstanding commitment to the esports and gaming scene, this partnership with G2 and the triad with FIFA is the best next step to progressively anchor our brand in the community. We look forward to working with Carlos, the senior team at G2 and all the participants in Making The Squad to tell the story of the hunt for the best FIFA players on the planet!” Andreas Billker added.

Making the Squad: FIFA Edition will be filmed in 4K UHD and casting for participants is currently underway. Contestants will train at the G2 Esports Academy in Berlin, Germany.

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