Streamer and esports event Twitch Rivals Europe has named its first sponsor, with snack brand Doritos announced as an official marketing partner.
As a result of the partnership, Doritos will launch the Doritos Disruptor Series EMEA, an event that sees Twitch creators host a number of local market tournaments with selected groups of aspiring streamers.
According to the release, streamers will be able to host tournaments ‘in their own style’ and compete for recognition and prize money. Dorito’s partnership with Twitch Rivals Europe follows on from the brand’s sponsorship of the event’s North American variant.
Lou Garate, Head of Global Sponsorship Sales at Twitch spoke on the partnership in a release: “Twitch Rivals is our series of competitive entertainment events which brings together competitive esports and games with our unique interactive extensions and more. The result is a truly unique content experience for our community and those taking part.
“As Twitch Rivals’ official marketing partner in Europe, Doritos is extending their successful North American official marketing partnership and will have the opportunity to engage with our passionate and diverse audience in an authentic and innovative way. We are delighted to have them on board as we continue to expand Twitch Rivals in Europe.”
In addition, the partnership will see approximately 60 broadcasts take place across markets in Western Europe, including the UK, Spain, Belgium and Netherlands.
Wayne Newton, Marketing Director Doritos – West Europe at Pepsico added: “Gaming has become one of the biggest pastimes in the world and has seen record growth in the last year. As Doritos continues to build our association with gaming, I am excited we have secured a full-year partnership with Twitch. This is a fantastic way to build strong ties and deeper association with gaming, providing a year-round programme of branded features throughout these headline online tournaments.”
Esports Insider says: Despite being the first official partner of Twitch Rivals Europe, this is not Doritos’ first venture in esports. The brand previously collaborated with Twitch on holding a Battle Royale event for TwitchCon and became an official partner of DreamHack Summer expo. Based on its choice of collaborations, Doritos certainly seems to be interested in the entertainment side of esports.