Philadelphia-based Nerd Street Gamers has added fruit-flavoured sweet brand Mike and Ike as a partner of its National Championship Series for 2020.
National Championship Series is a tournament that takes place across 10 cities, providing an opportunity for amateur players to compete for up to $30,000 (£23,716.80).
John Fazio, CEO of Nerd Street Gamers discussed the partnership in a release: “MIKE AND IKE® is a vibrant and dynamic candy brand that a lot of us gamers grew up on, and still continue to enjoy. We are excited to have them on board in supporting our mission in bringing esports to all gamers across the country.”
As part of the deal, the best players throughout the series will be awarded with the ‘Mike and Ike Player of the Month’ award. The sweet brand will also have its logo featured on broadcasts and social media throughout the series.
Deb Turoczy, Senior Manager of Consumer Engagement at Just Born Quality Confections also commented: “Enjoying and sharing MIKE AND IKE® candy while playing video games often goes hand in hand, so we are excited to be the Official Partner of the National Championship Series, as it strengthens our presence in the gaming and esports community. The grass roots nature of the National Championship Series allows for everyday gamers to participate and grow their skillset, allowing MIKE AND IKE® to connect with gamers at every level.”
Earlier this month, Nerd Street Gamers announced it had received $12 million (£9.8 million) in funding through its Series A round. Retail chain Five Below led the round and will build 3,000 square foot Localhost facilities connected to its stores, beginning in 2020.
Esports Insider says: Nerd Street Gamers has made moves in recent months, including the adoption of a new brand, and it’s good to see it continue to improve its National Championship Series too. This seems like a standard partnership in terms of its activations but seemingly marks Mike and Ike’s first involvement in esports, which is always nice.