Blizzard Entertainment’s self-founded esport, Overwatch League, is off to a strong start and shows no signs of slowing down. Their first week brought in just over 10 million viewers through various streaming platforms. Intel, HP and Toyota all signed multi-year deals as sponsors and providers of technology and equipment. An impressive list of accomplishments for any established eSport league, let alone a brand new one.
After just a few weeks into their first season two more big names have been added to the already impressive list of Overwatch League sponsors: T-Mobile and Sour Patch Kids.
T-Mobile has signed a multiyear agreement to become the official wireless provider of the Overwatch League in the United States. As a part of the agreement, the Un-Carrier will be the exclusive title sponsor of the Overwatch League regular-season MVP and finals MVP awards. As the season progresses, the company will offer customers and esports fans exclusive Overwatch perks.
“The same way T-Mobile re-wrote the rules of wireless, the Overwatch League is doing for esports, so this partnership is a natural fit for us,” said Meredith Starkey, VP of events and sponsorships at T-Mobile. “We’re excited to bring the Un-carrier customer-first experience to esports fans by giving them a voice in voting to select the T-Mobile MVP award winners throughout the season.”
Sour Patch Kids is America’s #1 selling sour candy and according to marketing director Kate Williams, has been involved in gaming since 2011. Fans on-site at Blizzard Arena Los Angeles will be able to enjoy branded thundersticks to cheer on their favorite teams, and of course free Sour Patch Kids candy at select matches.
“The SOUR PATCH KIDS brand is always connecting with our fans where they live and play, which is why we’ve been a part of gaming since 2011” said Williams in a statement. “Our sponsorship with the Overwatch League gives us an immersive opportunity to support this exciting evolution in esports and highlight gameplay moments for spectators in the arena and those streaming from home.”
Overwatch League has 12 city-based teams across Asia, Europe and North America and a growing list of big name sponsors. While terms of the deal weren’t released to the public, we can assume it wasn’t cheap, as it costs 20 million per team just to join.