Major League Gaming Pacts With Hot Pocket

Professional videogame organization Major League Gaming has landed a multifaceted sponsorship commitment from Nestle Hot Pocket on the eve of the upstart league’s championship event.

Details are still being ironed out, but MLG’s multi-year deal with Hot Pockets will encompass sponsorships of multiple events as well as original content and product integration. The program will be rolled out throughout 2010, said officials. Other MLG sponsors include Electronic Arts, Dr Pepper and Old Spice.

The new ad commitment arrives just as MLG is set to complete its 2009 season on Jan. 8-10, when its National Championship Tournament will be held in Orlando, Fla. The league, which features professional videogame players of varied skill levels competing in live tournaments, is typically streamed live on

That site, which claims 3.5 million registered users, also hosts multiple online tournaments throughout the year. According to MLG officials, reaches more than 10 million unique users per month and averages over 6 million video streams per month.

Live events draw an average of 550,00 unique streamers — primarily men, 16-34.