North American esports organisation Dignitas has announced a partnership with fruit-flavoured sweet brand Mike and Ike.
As a result of the deal, the brand has become the official candy partner of the organisation’s Fortnite division.
The partnership marks the first Fortnite-focused collaboration for Dignitas. The deal will see the two parties join forces on a range of new video content series, in addition to hosting a competitive event known as ‘Flavour Brawl’. Details on the event were not disclosed.
To celebrate the partnership, Mike and Ike will host a stream on July 14th where viewers can win branded products alongside Dignitas merchandise and in-game Fortnite currency. According to a release, the collaboration will also include ‘stream experiences’ and ‘Mike and Ike rewards’ for those tuning into the organisation’s roster of Fortnite content creators.
The sweet brand is no stranger to esports. In 2019, it partnered with esports infrastructure company Nerd Street to sponsor its National Championship Series (NCS) tournament circuit. For Dignitas, Mike and Ike becomes the eighth partner of the organisation. The company joins the likes of gaming peripherals brand HyperX and telecommunications company Verizon on its roster.
In addition to Fortnite, Dignitas fields rosters across a range of titles including League of Legends, CS:GO, VALORANT and Rocket League.
John Spiher, Senior Vice President of Partnerships at Dignitas, spoke on the deal: “Our goal with Dignitas Fortnite has been to align with partners that are flavorful and additive to the gaming space as a whole.”
“We couldn’t be happier to work alongside Mike and Ike as our first Fortnite-specific partner. They add a sweet new aspect to all we are building in the Fortnite space and are as dedicated to serving this community as we are.”