NRG Esports-owned Call of Duty League franchise Chicago Huntsmen has partnered with American multinational chain Popeyes.
The deal includes a jersey sponsorship, with Popeyes having its brand located on the chest of Chicago Huntsmen’s jersey.
The partnership will first activate with Popeyes acting as the title sponsor of Chicago Huntsmen’s Call of Duty: Warzone tournament. Titled ‘Family Feud,’ the event will feature six teams and is hosted by Team Summertime – a trio of content creators signed by NRG Esports.
The collaboration also includes promotion and integration through the franchise’s social media channels, as per a report by The Esports Observer. Popeyes joins Zippo, Turtle Beach, Crep Protect, and MTN DEW AMP GAME FUEL as a partner of the NRG-owned team.
Fast food and restaurant chains have looked to esports to continue with advertisement amid COVID-19 causing lockdowns worldwide. Esports is one of the few entertainment products that has managed to withstand the difficult circumstances presented by the coronavirus, meaning brands have looked at the industry to activate.
In March, North American organisation 100 Thieves partnered with fast food chain Chipotle Mexican Grill – creating special orders designed by CEO Matt “Nadeshot” Haag and streamer Brooke “BrookeAB.” In April, Overwatch League franchise Atlanta Reign partnered with McDonald’s – specifically covering Atlanta – to provide fans with special offers and discounts for the remainder of the 2020 season.
Esports Insider says: A high percentage of deals take a long time to come into fruition so we’re sure this was in the works pre-COVID-19, but it’s certainly interesting timing to launch the partnership with esports being at its peak in terms of acknowledgement and market share when it comes to the overall entertainment space.