Since first partnering in 2022, the two entities have bridged the gap between virtual gaming and physical activations, notably earning a nomination for UEFN Map of the Year with Bugha's Endgame. The collaboration has generated billions of impressions, positioning the candy brand as a fixture in the Fortnite ecosystem through the annual Flavor Brawl tournament hosted by creator AussieAntics.
In section Releases
Dignitas and MIKE AND IKE Extend Esports Partnership to Five Years
Five years after launching their initial collaboration, esports organization Dignitas and the candy brand MIKE AND IKE are doubling down on their Fortnite presence. The renewal marks a milestone in non-endemic brand integration, shifting from digital sponsorships to a new national campaign titled "We Got'chew" that emphasizes community-led competitive events.
The "We Got'chew" campaign marks a strategic expansion of these efforts. On August 8, 2026, the partners will host a bootcamp at the University of Texas at Dallas, providing amateur players with direct coaching from Dignitas professionals. This will be followed by a series of community tournaments in September and a headline Flavor Brawl tournament in October. Beyond competitive play, the initiative includes sweepstakes offering fans all-expense-paid trips to the Fortnite World Championship, further integrating the brand into the tournament experience.
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