General Mills brand Totino’s has extended its ongoing partnership with Activision Blizzard to include its latest title, Call of Duty: Black Ops Cold War.
Whether the brand expands that partnership further to include the new season of Call of Duty League remains to be seen.
Totino’s has long partnered with video game publishers to promote its products by offering exclusive in-game loot for Gears of War, Assassin’s Creed, and Call of Duty.
The expanded partnership with Call of Duty will include in-game bonuses such as a 2XP boost, operator skin, and calling card. Additional exclusive items can be unlocked through purchases at Kroger and Walmart, respectively.
Call of Duty: Black Ops Cold War launches November 13th, two months into the 2021 Call of Duty League season. Totino’s first ventured into esports in 2015 when it hosted its own Call of Duty invitational tournament. The brand has since become a jersey sponsor of the Pittsburg Knights and a collaborative partner with 100 Thieves.
Esports Insider says: On the surface, this may not seem like big news for the esports industry. However, Totino’s has become more involved in esports over the past several years, with its roots firmly in Call of Duty, while Activision Blizzard successfully pulled off its inaugural CDL season despite a global pandemic. If rumours surrounding 100 Thieves’ potential return to Call of Duty proves to be true, it would pose a tremendous opportunity for Totino’s to ride that wave of fan support.