In a briefer edition of the SportsPro Podcast, editor at large Eoin Connolly speaks to Riot Games' Alban Dechelotte and the Kellogg Company's Dominik Schafhaupt to find out what Pringles' sponsorship of the League of Legends European Championship tells us about what brands are doing in esports. 



How does a non-endemic sponsor prepare to engage with the esports community? How can partners spread their activities across groups of gamers and viewers? What can companies do to connect with a more marketing-savvy audience? And why is it that relevance and not breakthrough is what counts in this space?