Twitch Rivals secures partnership with Honda

Twitch Rivals, a tournament series operated by live streaming platform Twitch, has partnered with Japanese automotive marque Honda.

As part of the deal, Honda will collaborate with Twitch Rivals to create a broadcast segment known as ‘Chat’s Civic Mods.’

Beginning on July 18th, the segment will enable viewers to customise a 2025 Honda Civic digitally through Twitch chat polls. The finished design will appear at TwitchCon 2024 taking place in San Diego from September 20th to the 22nd.

The marque has also become the tournament series’ first automotive partner.

Twitch Rivals continues to host tournaments involving notable content creators. In recent years, the platform has hosted tournaments in PUBG: Battlegrounds, Minecraft, and other titles.

Honda is also no stranger to the world of esports. The car manufacturer previously partnered with the streaming platform in November 2020 to reveal the 11th generation of its Honda Civic car. In 2022, the marque partnered with North American organisation Team Liquid through a naming rights deal for its LCS and academy rosters.

The most recent Twitch Rivals event took place at TwitchCon Europe 2024 in Rotterdam, The Netherlands. Alongside Honda, the tournament series has collaborated with a variety of endemic and non-endemic brands including Crypto.com, restaurant chain Pizza Hut, and gaming peripherals brand Logitech G.

Lou Garate, Amazon Ads Head of Properties, spoke on the deal: “We are pleased to welcome Honda as our exclusive automotive partner of Twitch Rivals.

“This partnership will enable Honda to support creators and connect with the passionate Twitch Rivals community to deliver memorable and personalized moments. The partnership also positions Honda to reach the millions of people who come together on Twitch to connect, engage and create live entertainment experiences together.”