Coffee giant Starbucks has announced a strategic partnership with YouTube phenomenon MrBeast, also known as Jimmy Donaldson, for the second season of his popular competition series, "Beast Games: Strong vs. Smart." Set to debut on Amazon Prime Video on January 7, this collaboration aims to deeply engage MrBeast's massive, predominantly younger fanbase through in-show integration and a new limited-edition beverage.
The partnership will see Starbucks play a significant role within "Beast City," the living quarters for the show's contestants. Participants in "Beast Games: Strong vs. Smart" will enjoy complimentary, 24/7 access to Starbucks food and beverages, with additional surprises from the coffee chain planned throughout the season. The series will feature 200 competitors, divided equally between those recognized for their strength and those for their intelligence, all vying for a substantial prize.
To further amplify the collaboration, Starbucks is introducing the "Cannon Ball Drink," a vibrant new beverage inspired by and crafted on the set of the series. This colorful concoction blends Starbucks' Strawberry Açaí and Mango Dragonfruit Refresher beverages, topped with fresh fruit. The Cannon Ball Drink will be available for a limited time at Starbucks coffeehouses across the U.S. starting January 14. On the same day, the drink will be prominently featured in the "Cannon Ball Challenge," a special crossover episode with the iconic competition show "Survivor."
This latest tie-up builds on previous successful collaborations between Starbucks and MrBeast. Most recently, Starbucks made a surprise appearance in MrBeast's "30 Days in the Sky" YouTube challenge on December 20. During this challenge, which tasked two competitors with remaining suspended 100 feet in the air for a month, a Starbucks Global Coffee Creator delivered favorite beverages and offered a chance to win a $50,000 Starbucks gift card.
The strategic alliance with MrBeast, whose YouTube channel boasts over 454 million subscribers and more than a billion followers across social media platforms, is a clear move by Starbucks to cultivate loyalty among a crucial demographic. The majority of MrBeast's audience is under 30 years old, making him an invaluable partner for brands looking to connect with Gen Z and millennial consumers. Other major brands, such as Lowe's, have also recognized MrBeast's influence, with Lowe's featuring him as a key figure in its recently launched creator network aimed at younger audiences.
This high-profile partnership underscores Starbucks' proactive marketing efforts as part of its broader turnaround strategy. The company has been an active marketer, including the launch of its 2025 holiday campaign in November, which highlighted initiatives like personalized messages from baristas. Under CEO Brian Niccol, Starbucks has increased its investment in marketing, and these efforts are beginning to yield positive results. The company reported flat same-store sales in North America for its fiscal Q4 2025, a significant improvement that breaks a prolonged period of quarterly declines.
