- The Hershey Company will be a sponsor at TwitchCon North America in San Diego.
- The company will also sponsor TimTheTatman, DrLupo, and MrsDrLupo during Twitch streams.
- The deal expands on previous smaller campaigns Hershey has run on Twitch over the last few years.
Twitch 
has announced a partnership with The Hershey Company that will see more exposure on the streaming platform for the Hershey’s and Reese’s brands.
The deal not only involves video ads on Twitch, but goes a bit deeper with participation in TwitchCon North America, coming to San Diego on Sept. 27-29. Twitch said that Hershey will have an official presence at the event, although there were no specific details provided.
In addition, Hershey will sponsor Twitch streamers Tim “TimTheTatman” Betar, Ben “DrLupo” Lupo, and his wife, MrsDrLupo. The deal includes product placements, branded streams, and meet-and-greet opportunities for fans throughout the year. Hershey brand logos will be placed on their respective Twitch channel pages, and streamers will promote the Hershey’s and Reese’s brands through social media posts.
Hershey will continue to work with Twitch on custom extensions for the streamers similar to the ones used during Easter for Betar’s streams. More will be created throughout the rest of the year.
Credit: Twitch
In addition, the deal will include other influencers for key product initiatives that Hershey will have over the life of the deal, although official details weren’t disclosed.
Related Article: Esports Essentials: How Twitch Streamers Make Money Off of Sponsorships
Although financial terms were not revealed, the deal will last through the end of the calendar year and solidify test runs Hershey has made with Twitch from 2016-2018. These tests involved media programs on Twitch for such Hershey company brands as Hershey’s, Reese’s, Ice Breakers, and Kit Kat. The focus has been mostly pre- and mid-roll ads, the company told the Esports Observer.
“The growth of Twitch as a media platform has caught our attention,” Charlie Chappell, Head of Media and Comms Planning at The Hershey Company, said in a release. “In our initial foray, we realized Twitch can deliver the attention and engagement we need.”
The deal continues The Hershey Company’s push into esports. In October of last year, the company sponsored Betar and Tyler “Ninja” Blevins to promote its new Hershey’s Milk Chocolate Bar with Reese’s Pieces during streams for TwitchCon. Hershey’s also had a booth at TwitchCon where the streamers handed out free samples of the candy.
Earlier this month, Hershey negotiated a deal with the Los Angeles Valiant team of Immortals for Nestle’s brand Kit Kat to be the official candy sponsor of the team. Hershey holds the license for Nestle products in the United States.
