Dignitas and Mike and Ike Renew Fortnite Partnership Until 2031

A Five-Year Extension Anchored by a New Fortnite Campaign

On August 4, 2026, esports organization Dignitas and fruit-flavored candy brand Mike and Ike, a Just Born, Inc. product, announced a five-year renewal of their partnership. The deal extends one of the longest-running non-endemic consumer brand relationships in professional gaming and kicks off with “We Got’chew,” a national campaign designed to deepen ties with the Fortnite community.

The centerpiece of the campaign is the return of the Mike and Ike Flavor Brawl, a two-day Fortnite tournament to be livestreamed on Twitch by streamer AussieAntics this October. The event will feature branded integration within a custom map built using Unreal Editor for Fortnite (UEFN), leveraging Unreal Engine 5 tools to create a branded in-game “island.” Leading up to the main tournament, the partners will host an August bootcamp at the University of Texas at Dallas’ Comets LANding Center for amateur player development, followed by monthly community tournaments on the DIGFort Discord server and a finals watch party in September.

Fans will also have opportunities to win exclusive co-branded merchandise through a giveaway and to enter a sweepstakes that sends two winners on an all-inclusive trip to the Fortnite Global Championship (FNCS) on September 26–27, complete with POV cameras to capture the experience. The partnership, originally formed in July 2022 as Dignitas’ first Fortnite-focused deal, previously produced the award-nominated UEFN map “Bugha’s End Game” and built an on-the-ground presence at the Dignitas Fortnite House in Dallas and Philadelphia Fan Fest.

“We are incredibly proud of the legacy we’ve built alongside Dignitas,” said Deb Turoczy, senior manager of marketing activations at Just Born. “From our very first Flavor Brawl to this massive 5-year milestone, we remain dedicated to fueling the passion, energy and sweet moments that define the Fortnite community.” Jacob Clements, VP of partnerships at Dignitas, called the campaign “the pinnacle of our shared vision to super-serve our fans through high-quality competitive events and deeply integrated, in-person experiences.”

Why This Deal Signals a Maturation in Non-Endemic Esports Sponsorships

Where This Leaves Dignitas and Mike and Ike

The five-year commitment locks in a stable revenue stream for Dignitas and gives Mike and Ike a deeply embedded platform to reach a younger, digitally native audience. The partnership’s longevity—it was already cited as one of the longest non-endemic deals in esports—suggests both parties have seen measurable return on the initial investment. Their ability to earn a Game Awards nomination for a co-created map signals that execution has not only resonated but also earned creative recognition within the gaming industry.

The Evolving Playbook for Non-Endemic Brands in Esports

This renewal illustrates a shift from one-off logo placements to sustained, community-first activations. Mike and Ike isn’t just sponsoring a team; it’s co-creating in-game experiences, hosting amateur bootcamps, and rewarding fans with trips to the pinnacle event. Such integrated models are likely to become the benchmark as more consumer-packaged-goods (CPG) brands evaluate esports. Competitors will notice: a successful five-year deal with a candy brand could prompt other CPG companies to pursue similar deep integrations, potentially raising the bar for sponsorship quality—and costs—across the space.

Fortnite’s Ecosystem as a Marketing Engine

The heavy reliance on UEFN and custom islands underscores Fortnite’s evolution into a powerful marketing platform where brands can own a virtual space rather than just run ads. The “We Got’chew” map will sit alongside other user-generated content, blending product placement with gameplay. For Fortnite, such deals reinforce the game’s utility beyond battle royale, attracting brand investment that funds more creator content. However, the value hinges on Fortnite maintaining its cultural relevance; any significant shift in player base or platform policy could alter the return on such a long-term integration.

Implications for Brand Marketers and Esports Organizations

• For brand marketers considering esports: The renewal shows that multi-year, community-integrated strategies can yield a stable ROI. Instead of one-off activations, assess how your brand can become a fixture in a game’s ecosystem through custom maps, recurring tournaments, and grassroots player development—elements that Mike and Ike has now funded for half a decade.
• For esports organizations: Dignitas’ deal demonstrates that non-endemic sponsors will commit long-term when you offer a full-funnel activation package that includes digital, experiential, and educational components. Building a dedicated Discord server and linking amateur events to pro-level championships creates a pipeline that brands can be part of, not just a backdrop to.
• For the broader Fortnite community: Expect more brands to follow this playbook, which could mean richer tournament prizing, more custom maps, and more in-person fan experiences—but also a busier sponsorship landscape that rewards organizations with the best execution, not just the biggest names.