Wonderful Pistachios expands esports marketing with GoldGlove content partnership

Wonderful Pistachios is increasing its investment in e-sports through a content partnership with streamer Brennon “GoldGlove” O’Neill, the company announced today. Wonderful began a marketing campaign targeting gamers earlier this year

As part of this campaign on the Twitch and YouTube gaming channels, the nut brand is striving to build awareness to its newest No Shells BBQ and No Shells Sea Salt & Vinegar varieties.

Wonderful Pistachios has partnered with GoldGlove for three sponsored livestreams through October, reaching his dedicated social media and streaming audience of 1.4MM followers on Twitch, 1.2MM subscribers on YouTube, 400K followers on Twitter and 148K followers on Instagram.

The deal will begin with GoldGlove broadcasting NBA 2K starting Friday, Sep. 17, at 4 p.m. PST on Twitch, and continue with additional broadcasts in September and October. 

“Over the years Wonderful Pistachios has become a household name through strategic partnerships with some of the most recognizable Hollywood talent, professional athletes, social media influencers and so much more. Our esports expansion only furthers our mission to share our favorite plant protein snack nut with new audiences, and on newer platforms that have tremendous growth potential,” said Adam Cooper, Wonderful Pistachios' senior vice president.

 With 47 million U.S. adults being esports fans according to a report by MRI Simmons, and more than 80% of esports fans reporting that they eat or drink while watching (Newzoo), the convenience of Wonderful Pistachios No Shells makes marathon gaming (and snacking) easy for esports fans. 

Wonderful Pistachios’ annual North America retail sales last year surpassed $1 billion.