Starbucks Expands Its MrBeast Collab With 'Beast Games’ Finale Drink Rollout

Editor’s Note: This article has been updated to reflect Starbucks’ expanded Beast Games rollout, including two new drink launches tied to the season finale and spring menu.

Starbucks is banking on unexpected moments and bold connections with its new partnership behind "Beast Games: Strong vs. Smart."

The coffee chain and MrBeast are teaming up to bring fans thrills both inside coffeehouses and on Prime Video with the debut of Beast Games Season 2 on January 7.

With 100 of the strongest competitors squaring off against 100 of the smartest minds for a $5 million prize, the show is already one of the year’s most anticipated competition series.

As the season builds toward its February 25 finale on Prime Video, Starbucks is extending the partnership beyond its original January activation.

Starting February 23, customers can unlock a Cold Foam Cannon Ball drink through the “Offers” tab in the Starbucks app.

This will be followed by the launch of the new beverage on March 3 as part of the brand’s spring menu.

At the heart of the collaboration is an effort to bring the Starbucks experience into the fictional world of Beast City.

Contestants have 24/7 access to a Starbucks serving drinks and food to keep them fueled.

Starbucks’ global chief brand officer Tressie Lieberman said seeing Starbucks on set "felt like home" to contestants, "and that’s exactly what we hoped to deliver."

Lieberman also highlighted that the barista-created "Cannon Ball Starbucks Refreshers" beverage has been a hit with contestants and fans alike.

The drink’s popularity even led to it being featured as part of a challenge on the show.

Beau Avril, Senior VP of Global Media and Partnerships at Beast Industries, echoed the energy of the pairing.

"The Beast Games competitors pushed themselves to the limit on a daily basis.

"We were excited that Starbucks was up for the challenge of powering the competition and helping our contestants recharge in Beast City,” he explained. 

Overall, the partnership allows Starbucks to expand its strategy of creating cultural moments that extend its presence beyond coffeehouses.

Beast Games Begin

The surprises don't stop at the show. From January 14, Starbucks coffeehouses in the U.S. will serve the original "Cannon Ball Drink."

A tart lemonade made with Strawberry Açaí and Mango Dragonfruit Refreshers, it's crowned with cascading fruit inclusions and a purple ombré created by baristas “cannonballing” dried fruit pieces.

Though originally positioned as a limited-time offer, it will now remain on the menu due to high demand.

Starbucks is also introducing the Pink Cannon Ball Drink beginning March 3.

It's a coconutmilk-based version blending Mango Dragonfruit and Strawberry Açaí Refreshers with a creamier finish and cascading color.

The first release coincides with the televised Cannon Ball Challenge in Episode 204 of Beast Games x Survivor, bringing the campaign’s on-screen excitement directly into the stores.

Starbucks is also weaving in experiential moments for baristas who helped create the beverage on set.

They even described it as one that came with a strong sense of community and teamwork, noting contestants “really enjoyed the affirmations and decorations on the cups we gave them.”

Before this most recent partnership, Starbucks also made a surprise appearance in MrBeast’s "30 Days in the Sky" YouTube series.

That time, a barista delivered a fan’s favorite drink with a chance to win a $50,000 gift card.

Starbucks’ Entertainment Tie-In Strategy is One to Learn From

Starbucks' Beast Games effort highlights how coffee brands can move beyond basic product launches and lean into entertainment partnerships.

• Tying limited-time products to high-visibility shows can create buzz and drive in-store curiosity.
• Bringing core products into entertainment narratives enriches both worlds and encourages social sharing.
• Human stories from frontline employees can amplify campaign authenticity.

The extension into spring, with app-exclusive unlocks and menu evolution tied to the finale, shows the brand partnership operating as an ongoing platform.

Starbucks reported $37.18 billion in annual revenue for 2025, showing steady global growth amid strategic shifts in branding, store growth, and customer experience.

Its steady revenue climb shows how partnerships like Beast Games support cultural relevance while contributing to sustained top-line growth.

Our Take: What Happens When Coffee Meets Entertainment at Scale?

We think this partnership shows Starbucks treating culture as an extension of its storefront rather than a backdrop for promotion.

By placing itself inside the world of Beast Games, Starbucks avoids the feel of a traditional sponsorship.

Coffee becomes part of the environment, not an interruption, which matters as audiences grow more resistant to overt brand messaging.

We also believe scale is doing real work here.

Beast Games brings built-in attention, and Starbucks is betting that repeated exposure inside that world can make everyday visits feel connected to something larger.

There is risk in stepping into creator-led universes. Push too hard, and the brand feels forced. Hold back, and the integration feels natural.

Here, Starbucks largely strikes the right balance.

The takeaway for brands is simple. Find entertainment worlds your audience already trusts and enter them with restraint.

When done well, scale amplifies relevance rather than diluting it.

In other news, Netflix turned the fictional town of Hawkins into a VR set with Microsoft Flight Simulator to promote the concluding season of Stranger Things.