State Farm partnership lands with Twitch in major marketing deal

State Farm partnership - eSports event

The companies will act as the official Twitch Rivals North America marketing partner.

A new State Farm partnership recently closed with Twitch, the popular streaming service often used by gamers. Together, the collaboration will act as the official marketing partner of Twitch Rivals North America.

Twitch Rivals North America is a huge online competition event and gaming tournament.

The event has former pro players competing with Twitch streamers in a spectrum of different video game titles. Now, the State Farm partnership will bring it in with Twitch on a number of activations for the esports tournament series. This will be a key component of the multi-year deal between the two companies.

Among those activations, one is an unnamed event that State Farm insurance will be hosting. According to an Esports Insider report, that event will be taking place later in 2021. Moreover, the insurance company will also serve as the official insurance provider for Twitch Rivals North America.

Beyond the sponsorship deal itself, the insurer and the streaming platform have jointly announced the “State Farm Spotlight,” which will be a sponsored broadcast segment in which hosts and casters will provide a gameplay analysis and discuss the strategies employed throughout the tournament.

This is not the first time a State Farm partnership has brought the insurer to a Twitch event.

That said, this does represent a much larger and multi-dimensional way for the insurer to participate. State Farm had recently been one of the Twitch Rivals’ primary sponsors at a Pummel Party. Moreover, it was also in a Twitch Rivals Streamer Bowl II collaboration with Twitch back in February.

The insurance company has been steadily building its gaming environment presence by way of a range of major sponsorships over the last few years. The insurer is also keeping up a League of Legends esports scene presence, and has also directly sponsored DrLupo, a highly popular Fortnite streamer.

State Farm partnership - eSports eventWhile the State Farm partnership allows the insurer to continue its participation in Twitch events and gaming, it has also helped Twitch to keep up its growing and solid portfolio of well recognized non-endemic brands.

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