American coffee and doughnut company Dunkin’, also known as Dunkin’ Donuts, has teamed up with Twitch Rivals North America for a series of custom activations.
In addition to being named the official fan fuel of the competitive gaming series, Dunkin’ will feature in exclusive challenges, rewards, and events during Twitch Rivals’ tournaments throughout 2021. The first of which kicked off on Wednesday with the Twitch Rivals: VALORANT Series 1, a three-day round-robin tournament featuring a $50,000 (~£35,309) prize pool.
Keith Lusby, Vice President of Media and Partnerships at Dunkin’, commented on the landmark deal in a release: “We’re always looking for new and unique ways to connect with our fans and we’re excited to tap into Twitch’s existing Rival’s fanbase to engage a passionate audience of dedicated gamers.