Totino’s Extends Partnership With Call of Duty

Totino’s has extended its sponsorship of Activision Blizzard’s Call of Duty video game ahead of next month’s launch of Black Ops Cold War, as the General Mills-owned pizza rolls brand continues to build its presence in gaming.

The brand has been making several plays in esports and gaming in recent years, including working with former gamer and 100 Thieves co-owner & CEO Matthew “Nadeshot” Haag. Totino’s is now set to announce a renewal of its deal with CoD that includes getting special in-game items by purchasing the pizza rolls.

Totino’s Director of Marketing Justin Conzemius said that the brand renewed because “as a non-endemic brand in the gaming space, we’ve always been strategic in the partnerships and collaborations we pursued — it’s important to us to align with organizations and games that organically fit with our brand — and we know our consumer loves Call of Duty.”

This article appeared in Sports Business Journal’s weekly esports newsletter.