Snickers this week became the presenting sponsor of the Madden NFL 20 Club Championship, an esports tournament hosted by video game maker Electronic Arts. As part of the sponsorship, the candy bar marketed by Mars will be featured in highlight packages and branded studio segments during the tournament on Twitch, YouTube and the ESPN mobile app, per an announcement shared with Marketing Dive.
Snickers also is sponsoring a player's lounge where 32 competitors, each representing a real NFL team, can ready themselves for the tournament that started on Dec. 17 and runs through Dec. 20 in Redwood City, California. The winning player will win a cash prize of more than $700,000, per EA's website that has a bracket for fans to fill out with their tournament predictions.
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