Madden NFL publisher EA and Campbell’s Chunky have revealed details of a new activation in the soup brand’s sponsorship of Madden competition. Campbel’s Chunky will serve as the title sponsor for a competition series in a new game mode titled “The Yard.” Champions of Chunky: Old School vs. New School will be a new competition featuring a $10K USD invitational tournament.
Campbell’s Chunky was revealed along with a list of new and returning sponsors for the new season of the Madden Championship Series which included Gillette, Oakley, Pizza Hut, and Snickers. Like many of these brands, Campbell’s Chunky is an established, long-term partner of the NFL and is moving more intently into esports through that established football connection.
This is not Campbell’s Chunky’s first promotional effort in esports, however. Last year, the company debuted a Twitch commercial featuring Team Liquid player Juan “Hungrybox” DeBiedma.
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