Kellogg’s Cheez-It Grooves Partners With N3rd Street Gamers To Bring Esports To Amateur Gamers At Walmart Stores Across North America

Paige FunkNews & Events


The Kellogg Company is entering the amateur esports space through a new partnership with N3rd Street Gamers (NSG) and hosting National Championship Series Academy Tier events in markets across the U.S. The Academy events will be a great place for amateur gamers to learn and compete with other gamers with like skill sets in Overwatch and Fortnite.

The National Championship Series will be making the following stops on the Cheez-It Grooves tour:

  • Dallas | August 28, 2019 – September 1, 2019
  • Spokane | September 11, 2019 – September 15, 2019
  • Colorado Springs | October 2, 2019 – October 6, 2019
  • Kansas City | coming soon
  • Nashville | coming soon

More information on venues, dates, and times of individual tournaments will soon be available at

Kellogg’s is also sponsoring a new Overwatch tournament with its Cheez-It Grooves product. The tournament, an NCS Major, will begin on Friday, October 4, in Denver, CO, with a grand prize of $15,000.

In addition, Kellogg’s is hosting Gaming and Snacking watch parties for The Overwatch League Grand Finals (September 29) in select Walmart stores nationwide. Shoppers will enjoy Cheez-It Grooves, Pringles, and Rice Crispy treat samples, while watching The Overwatch League Grand Finals. More information will soon be available at

“Kellogg’s is thrilled to partner with N3rd Street Gamers and the National Championship Series to bring 25 Academy Tier events to Walmart stores across the United States. Gaming and Snacking go hand and hand,” says Michael Clark, Director, Shopper Marketing at Kellogg’s. “By partnering Cheez-It Grooves with the NCS, we are determined to promote the perfect snack to compliment gamers everywhere.”

NSG designed the National Championship Series to be a bridge between the aspiring esports athlete and the professional esports competitive circuit. The National Championship Series aligns amateur and collegiate esports athletes directly with the professional esports industry by providing opportunities for gamers to compete in person across every region in the United States.

“Partnering with a globally recognized brand like Kellogg’s is humbling and validates our model of providing national scale grass roots esports marketing capabilities,” says John Fazio, Founder and CEO of N3rd Street Gamers. “This type of brand partnership will be essential in helping us grow the market by reaching more people and convincing more gamers to compete in esports competitions like the National Championship Series.”

The esports industry is scheduled to reach an overall value of $1.4B by the year 2020 and brands are estimated to contribute 77% of this, or $694M. The partnership between Kellogg’s and N3rd Street Gamers exemplifies the creativity and foresight necessary for brands not endemic to the esports industry to integrate successfully. 

About Kellogg Company
At Kellogg Company (NYSE: K), we strive to enrich and delight the world through foods and brands that matter. Our beloved brands include Pringles®, Cheez-It®, Keebler®, Special K®, Kellogg’s Frosted Flakes®, Pop-Tarts®, Kellogg’s Corn Flakes®, Rice Krispies®, Eggo®, Mini-Wheats®, Kashi®, RXBAR® and more. Net sales in 2018 were approximately $13.5 billion, comprised principally of snacks and convenience foods like cereal and frozen foods. Kellogg brands are beloved in markets around the world. We are also a company with Heart & Soul, committed to creating Better Days for 3 billion people by the end of 2030 through our Kellogg’s® Better Days global purpose platform. Visit or