State Farm sponsoring Twitch Rivals streaming series in multiyear deal

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, a tournament series on the Amazon-owned platform that often involves big-name streamers. The deal, being announced today, is for multiple years, but no further terms are released. Assets and activation plans include a "State Farm Spotlight" series that will feature casters and hosts analyzing game play and player strategy in a branded content integration during streams. State Farm also will be a presenting partner of a tournament to be announced later. 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 streaming platform. Other partners of Twitch Rivals include Dunkin’, Samsung, Capital One, A-B InBev and Verizon.