# Iconic Soup Football Sponsorships Campbell's Launches the Chunky FuelUp Tournament By Grace Mahas | Published 2023-01-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/chunky-fuelup-tournament References: [campbells](http://www.campbells.com)  Campbell's Chunky, the 'Official Soup Sponsor of the [NFL](https://www.trendhunter.com/trends/kickoff-beers),' is taking "[soup and football fans](https://www.trendhunter.com/trends/campbells-building-brick-box) into the metaverse by launching the Chunky FuelUp Tournament, an immersive experience with Fortnite Creative." Chunky is showcasing [native Fortnite gameplay](https://www.trendhunter.com/trends/espn-fortnite-island) in its football-themed metaverse, just in time for the NFL playoffs. . The Chunky FuelUp Tournament features three unique games to test players speed, agility, and accuracy including Spicy Soup Sprint, Protein Power Course, and Hearty Hail Mary. Fortnite Creative's 12-digit island code can be used to launch the Chunky FuelUp Tournament. Following access to the Chunky Plaza, players can explore the tailgate area and VIP section of the aptly named 'Chunky Bowl' Stadium. Players need to be aged 18+ to be eligible to compete for prizes, including signed NFL merchandise, tickets to 2023 NFL games, and the ultimate glory of being crowned the Chunky MVP. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 77% | Activity: 89% | Freshness: 14% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Metaverse Sport Sponsorships:** As companies continue to explore the metaverse, there will be increasing opportunities for sports sponsorships that incorporate immersive gaming experiences. - **Branded Gaming Tournaments:** Brands can connect with younger audiences by hosting branded gaming tournaments that offer unique experiences and prizes. - **Sports-related Gamification:** Gamification of sports-related activities, like Chunky's Spicy Soup Sprint, can provide a fun and engaging way for fans to interact with their favorite teams and brands. ### Where This Applies - **Food and Beverage:** Campbell's Chunky's success with the FuelUp Tournament highlights the potential for food and beverage companies to engage with consumers through branded gaming experiences. - **Sports and Entertainment:** Incorporating gaming experiences into sports and entertainment events has the potential to attract younger audiences and deepen brand engagement. - **Retail:** Retail brands could leverage gaming experiences to promote products and create interactive brand experiences, particularly with the rise of e-commerce and virtual shopping. ## Related on Trend Hunter - [Beer-Infused Soup Lines](https://www.trendhunter.com/trends/campbells-chunky-x-pabst-blue-ribbon.md) - [Chunky Burger-Flavored Soups](https://www.trendhunter.com/trends/campbell-chunky-burger-soup.md) - [Spicy Chicken Noodle Soups](https://www.trendhunter.com/trends/chunky-ghost-pepper-chicken-noodle-soup.md) - [Thanksgiving Instant Turkey Soups](https://www.trendhunter.com/trends/turkey-soup.md) - [QSR In-App Football Games](https://www.trendhunter.com/trends/tendy-toss-inapp-game.md) - [Flavor-Packed Gameday Activations](https://www.trendhunter.com/trends/hellmanns-field-goal-challenge.md) - [Football-Focused Snack Flavors](https://www.trendhunter.com/trends/cheetos-crunchy-buffalo.md) - [Spice-Imbued Soups](https://www.trendhunter.com/trends/campbells-spicy-condensed-soups.md) - [Branded Interactive Online Games](https://www.trendhunter.com/trends/fantasy-foodball-pool.md)