The strategy: Starbucks is aiming to reignite brand buzz by sponsoring the second season of Amazon Prime’s hit reality competition “Beast Games: Strong vs. Smart,” hosted by YouTube creator Jimmy Donaldson, better known as MrBeast.

• The deal gives Starbucks a high-visibility presence in the show, which debuts January 7. Contestants have round-the-clock access to Starbucks food and beverages via a dedicated stand on the “Beast City” set and can also win surprise Starbucks prizes.
• Starbucks is extending the partnership into its stores with a limited-time, show-inspired “Cannon Ball Drink,” launching January 14 at all US locations. The drink—a tart lemonade blended with Strawberry Açaí and Mango Dragonfruit Refreshers, topped with cascading fruit inclusions and served ice cold—will appear in the “Cannon Ball Challenge” during the Beast Games x Survivor crossover episode airing the same day.

The context: Starbucks is navigating a challenging turnaround. Last quarter, it posted its first global same-store sales growth in nearly two years, but that momentum is fragile. The chain’s premium pricing continues to push price-sensitive consumers toward lower-cost beverages, and CEO Brian Niccol’s “Back to Starbucks” strategy has yet to deliver consistent results. To pull customers back into stores, the company is activating multiple levers to rebuild relevance and excitement.

• Beyond its role in “Beast Games,” Starbucks also appeared in MrBeast’s “30 Days in the Sky” YouTube challenge last month. In the stunt, two strangers attempted to survive for 30 days on a small platform 100 feet in the air for a $250,000 prize. In a surprise moment, a Starbucks barista and the company’s Global Coffee Creator joined MrBeast to deliver a contestant’s favorite drink, along with a chance to win a $50,000 Starbucks gift card.
• Over the holiday season, Starbucks also partnered with Target on a limited-time Frozen Peppermint Hot Chocolate, available exclusively at Target stores—the first holiday drink collaboration between the two companies.
• The chain is also refreshing its stores to encourage customers to linger and adding a personal touch by requiring baristas to write messages on cups. So far, however, those efforts have yet to generate meaningful returns.

Our take: Partnering with MrBeast should help keep Starbucks top of mind with a younger, predominantly male audience likely to watch “Beast Games.” While the impact on near-term sales is likely to be modest, the move represents one piece of a broader effort to restore relevance with a wider consumer base.