Major U.S. airline United Airlines will activate its partnership New York esports organisation Andbox with a series of limited-edition jerseys.
Andbox’s Overwatch League side New York Excelsior will roll out eight unique jerseys as part of the ‘United x NYXL Historic Journey Jersey Collection.’
Each of the jerseys in the collection has been created by upcycling materials from previous editions of the New York Excelsior jersey over the past three seasons of the Overwatch League. Fans will have the chance to win a commemorative jersey by answering trivia questions and engaging with NYXL’s social channels.
Kai Mathey, Head of Partnerships at Andbox, commented that “Alongside our partner United Airlines we’re thrilled to provide our fans, the greatest in the world, with the United x NYXL Historic Journey Jersey Collection, our first-ever bespoke, upcycled team jerseys. Each of these jerseys are completely unique and were handcrafted by our award-winning consumer products team from portions of NYXL jerseys from the past three seasons.
“Fans will have a chance to win them as United Airlines and the NYXL launch a digital campaign that will bring fans on a journey spanning the team’s first three seasons in the Overwatch League.”
The announcement comes as NYXL embarks on its first Overwatch League playoffs appearance, commencing on September 5th.
Esports Insider says: This partnership and jersey rollout is clever for a couple of reasons. It’s, of course, a nice way to commemorate the franchise’s first journey into playoffs, but upcycling old jerseys is a great way to repurpose old and unsold merch. A trivia-based digital campaign is also a handy way to encourage fan engagement and get as many eyeballs on the NYXL socials as possible.