Overwatch League snaps up new partners

The Overwatch League esports competition has signed sponsorship deals with telco T-Mobile and confectionary brand Sour Patch Kids.

T-Mobile has agreed a multi-year deal to become the official wireless provider of the league in the US. The company will be granted title sponsorship of the Overwatch League Regular Season MVP and Finals MVP awards.

T-Mobile customers and esports fans will be given exclusive benefits as part of the agreement, with perks to include an inside look at the top MVP candidates.

Sour Patch Kids’ partnership with the league will result in branded content being created for the live-stream of the league’s first season, which is being held at the Blizzard Arena Los Angeles venue.

Sour Patch Kids will receive on-site digital-board messaging, while branded thundersticks will be created for fans. Free sweets will also be distributed at select matches.

Pete Vlastelica, president and chief executive of the Major League Gaming division of Blizzard Entertainment, creator of the league, said: “The exclusive experiences, content, and access that both brands have committed to providing will make the Overwatch League fan and viewer experience that much more rewarding for our global audience.”

The inaugural season of the Overwatch League got underway earlier this month.