Dive Brief:

• Tyson is launching a new content partnership with Gaming Community Network with a four-part streaming series on Twitch featuring professional athletes eating chicken and playing video games, the company said in a press release.
• “Chicken and a Video Game” will run weekly and let the athletes show off their video game prowess while GCN gaming hosts Anthony “AA9Skillz Machado and Bowen “Monsoon” Fuller prepare meals with Tyson chicken for the athletes. The effort also has a dedicated website.
• The series is being produced in partnership with Complexity Gaming, which is a sister company of GCN and a long-standing player in the burgeoning gaming and esports arena.

Dive Insight:

Tyson’s new series addresses two longstanding realities in modern culture: professional athletes’ affinity for video games and the decline of “traditional” meals among American consumers. 

“As times have changed, and moments of connection continue to evolve, Tyson brand continues to find innovative ways to bring people together over delicious food – whatever the occasion,” said Megan Huddleston, senior vice president of marketing and innovation at Tyson Foods in a release. 

Rolling out between Oct. 14 and Nov. 4, each episode of “Chicken and a Video Game” will depict athletes including Dallas Cowboys Cornerback Trevon Diggs, Minnesota Timberwolves Center Karl-Anthony Towns and LA Galaxy Striker Javier “Chicharito” Hernandez, playing their games while being served dishes such as Green Chilli Chicken Casserole, Arroz con Pollo and Orange Chicken. 

Each episode will stream live on Twitch and then will be viewable through Complexity Gaming’s YouTube channel, while the recipes for the dishes will be available on Tyson’s dedicated show website. After each episode airs, fans will have the opportunity to purchase memorabilia items signed by the featured athletes.

Tyson’s partnership with GCN capitalizes on the growing appeal of gaming – and watching others play video games – among all consumers, particularly those in the Gen Z generation. With a global audience of more than half a billion people, esports skews heavily toward younger consumers as both an entertainment option and a major passion point. As such, gaming and esports have increasingly garnered the attention of brands, including non-edemic ones like Tyson as well as Gucci, Hot Pockets and Miller Lite.