Global esports organization Gen.G and American gas station brand Conoco have joined forces and are hosting a first-of-its-kind college esports rivalry week between University of Colorado and University of Montana esports programs. This marks Conoco’s first-ever activation in the esports space.

Rivalry Week is a two-day event pinning the Buffaloes and Grizzlies against each other in Rocket League on April 27 and Minecraft on April 29. The livestream is distributing via Katz LIVE across CTV platforms.

“We’re always looking for new ways to connect with Conoco’s current and prospective consumers, and we’re excited to collaborate with Gen.G to get into the esports space. Rivalry Week is an exciting time to dive in and we can’t wait to see what kind of creative adventures and ideas unfold during this two-day activation,” Sarah Bolding, Senior Director of Brands at Conoco, said.

“There is so much continued momentum in the esports space on the collegiate level, and we can’t wait to help Conoco launch their first-ever esports activation. In traditional sports, only a few select members can participate in rivalry games. But by using gaming as a platform, we can provide the platform to expand the playing field by giving gaming clubs the opportunity to represent their universities in a fun and engaging setting,” Jordan Sherman, Head of Revenue Operations at Gen.G, said.