State Farm is diving further into esports with a new marketing partnership with Twitch that will see it become the official insurance provider of Twitch Rivals.
The deal, being announced today, is for multiple years but no further terms were released.
Assets and activation plans include a State Farm Spotlight series that will feature casters and hosts analyzing gameplay and player strategy in a branded content integration during streams. State Farm will also be a presenting partner of a tournament to be announced later.
Twitch Rivals is the tournament series on the platform that often involves big-name streamers. The first State Farm-sponsored stream will be tonight with eight Twitch creators playing Pummel Party.
State Farm has previously dabbled in advertising on Twitch with the Twitch Rivals Streamer Bowl II among other events, but this is its biggest deal yet with the Amazon-owned streaming platform.
Other partners of Twitch Rivals include Dunkin’, Samsung, Capital One, A-B InBev, and Verizon.
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