100 Thieves has named Totino’s a founding partner for its Call of Duty team.

The brand will be involved in multiple content series for 100 Thieves.

Totino’s hosted a Call of Duty invitational tournament in 2015.

Esports organization 100 Thieves has signed a deal with General Mills-owned frozen pizza brand Totino’s. The brand will serve as a founding partner for 100 Thieves’ Call of Duty team for 2019. The deal involves multiple content activations including a new documentary series chronicling the lives of the players.

“It’s a really organic partnership – snacking and gaming go hand-in-hand,” said 100 Thieves CEO Matt “Nadeshot” Haag. “Growing up, countless hours of my gaming were fueled by their pizza rolls, and I know I am absolutely not alone in that. From a business perspective, we’re excited that we found a partner as passionate as us about bringing our fans unique content from our Call of Duty team.”

Related Article: 100 Thieves Hires Former Call of Duty Pro as Head of Esports Operations

Haag began his career in esports as a professional Call of Duty player. He founded 100 Thieves in 2017, securing a long-term partnership for the organization in the 2018 League of Legends Championship Series with backing from Cleveland Cavaliers owner Dan Gilbert. Last year, 100 Thieves signed deals with a variety of brand partners including Red Bull, Razer, and Rocket Mortgage by Quicken Loans. In October, the organization closed a Series A funding round which included participation from rapper Drake.

Totino’s has been active in esports for multiple years, having hosted a Call of Duty invitational in 2015. Last year, the brand became the first non-endemic sponsor of the Pittsburgh Knights.