Since the start of the inaugural Overwatch League season, Toyota, T-Mobile, and Sour Patch Kids have joined as official sponsors of the League, with T-Mobile and Sour Patch Kids joining this week. The brands join Intel and HP as partners of Blizzard and the Overwatch League.
Toyota was announced as a launcher partner after the League's opening week. Toyota plans to collaborate on behind-the-scenes content to be aired during broadcasts, in which featured players will be seen driving Toyota cars. There will be additional broadcast integrations and vehicle presence at the Blizzard Arena.
T-Mobile, previously a sponsor of the Overwatch World Cup, has signed a multi-year agreement to be the title sponsor for the Overwatch League Regular Season MVP and Finals MVP awards. T-Mobile will also collaborate with Blizzard on showcasing insider's looks into top MVP candidates.
“The same way T-Mobile re-wrote the rules of wireless, the Overwatch League is doing for esports, so this partnership is a natural fit for us,” said Meredith Starkey, VP of events and sponsorships at T-Mobile in a press release.
Sour Patch Kids will provide content to be aired on Overwatch League broadcasts as well as have a presence inside the Blizzard Arena. Fans watching the League live from within the Blizzard Arena will get a branded experience, digital-board messaging, branded thundersticks, and free Sour Patch Kids candy for select matches.
“Our sponsorship with the Overwatch League gives us an immersive opportunity to support this exciting evolution in esports and highlight gameplay moments for spectators in the arena and those streaming from home,” Katie Williams, senior director of marketing for North America Confections said in a press release.
Currently, Toyota, Intel, and HP logos are already seen throughout Overwatch League broadcasts as part of graphics and advertisements, while T-Mobile and Sour Patch Kids logos should be appearing soon. Week 3 of the Overwatch League continues tonight at 7 EST with a match between the Seoul Dynasty and the New York Excelsior.