The hard-discount grocery brand looking to make room for the new consumer has also teamed up with the French League of Legends (LFL).
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The global and European sports club Vitality and the French club that combines entertainment and competition Solary have announced that they have entered into a partnership with the German supermarket brand ALDI. To believe its press release, this is the first retailer to get into esports.
Esports is a demanding practice and requires real discipline. In order to be up to the task, these top athletes have to adhere to an adapted diet. Professional players are competitive at heart because, as athletes, they adhere to strict rules of food hygiene to optimize their performance.
Eating well during trials is important, but it is also important to maintain an appropriate diet between competitions.
Solary will thus become the main partner of ALDI and Vitality its official partner. In addition to this new collaboration with two sports clubs, ALDI is also targeting the official French circle of the French League of Legends.
The brand’s goal is to “build the link between diet and the practice of esports together” to help both players and fans eat.
Specifically, a nutrition program is being set up for the players in order to maximize their competitive potential. In terms of Solary, this will create synergies with their cooking missions which could lead to further development of the content in the future.