Credit: 2K Games/Mars, Inc.
Mentioned in this article
League/Tournament Brands:
- Mars, Inc. and the NBA 2K League announced a deal making SNICKERS the official chocolate bar of the league.
- An activation featuring the brand will take place during the league’s regular 2019 season broadcasts on various platforms.
- SNICKERS joins a growing list of candy brands involved in esports including Kit Kat, Reese’s, and Hershey’s.
The NBA 2K League 
and U.S.-based Mars, Inc. have announced a partnership that names SNICKERS brand candy bars as the “official chocolate bar of the NBA 2K League .”
Last Friday the league launched an activation called “SNICKERS “Hungriest Player to Watch” across its Twitch and YouTube broadcasts, as well as its social media channels. The special segment selects the player with the most “on the line” and with the “most to prove.”
The activation will continue throughout the remainder of the 2019 season, including the playoffs and the finals.
Related Article: Twitch to Partner With Hershey’s and Reese’s Brands for Advertising and Sponsorships
SNICKERS is not the first candy brand to activate in the esports space: in May of this year, Kit Kat (licensed in the U.S. by The Hershey Company ) became the official candy sponsor of Immortals Gaming Club’s (IGC) Overwatch League franchise, The Los Angeles Valiant . As part of the same deal Kit Kat was also named the entitlement partner of the “Kit Kat Rivalry Weekend,” taking place August 24-25 as part of the Overwatch League’s Homestand series.
The Hershey Company also inked a deal earlier this year with streaming platform Twitch for TwitchCon North America, taking place in San Diego Sept. 27-29. The Hershey’s and Reese’s brands will have an official presence at the event, and will sponsor related streams from Timothy “TimTheTatman” Betar, Benjamin “DrLupo” Lupo and his wife “MrsDrLupo.”
