Le Groupe Bel’s cheese snack brand Babybel has entered the esports industry through a deal with Spanish organisation Team Heretics.

Acting as the organisation’s official cheese snack, this is the first venture for Babybel in esports.

The deal will see Team Heretics and Babybel collaborate on initiatives that promote having healthy habits while gaming, though the specific activations haven’t been disclosed at the time of writing.

Lara Borrajo, Marketing Director of Bel Spain, spoke on the company’s entrance in a release: “We are very proud to be the new sponsor of Team Heretics. Gaming is a territory in which we have been betting for a long time, and which has worked very well for us. Now, we want to go one step further, hand in hand with Team Heretics, one of the most influential teams in the esports scene.

“We think it is an excellent opportunity to promote healthy snacking and fun. We are delighted that the most followed team in Spain and its players transmit our values ​​of the brand through the content and campaigns that we will develop together.”

Team Heretics announced the partnership through a YouTube video featuring a collection of its Fortnite players. The Spanish organisation recently received a sponsorship from Spanish bottled water brand Font Vella.

Pablo Canosa, Commercial Director of Team Heretics, added: “For us this alliance is very important because it reinforces the strategic positioning of partnering with leading companies in their sector. The Bel group has more than 150 years of history and is present in 130 countries making a unique, healthy and fun product.”


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