Envy Gaming and American fast food chain Jack in the Box have been tied up for nearly three years now, and the alliance won’t end anytime soon.
Late last week, the companies announced that they have signed a multi-year extension, which applies to Team Envy and all of Envy Gaming’s franchised team brands.
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Adrienne Ingoldt, SVP and Chief Brand and Experience Officer at Jack in the Box, commented in a release: “When we first partnered with Envy Gaming in 2017, our main goal was to authentically connect with gaming culture in ways no other restaurant had. We dove headfirst into the partnership, making it a pillar of our digital and social efforts.
“Now, three years later, we see Envy Gaming as a long-standing partner that we love to work with. Their team has helped us identify unique, real, and brand-relevant ways to connect with the gaming community, while breaking through the clutter. We look forward to another awesome year!”
Jack in the Box will continue to be a jersey sponsor for Envy’s teams in Activision Blizzard’s franchised leagues: Call of Duty League’s Dallas Empire and Overwatch League’s Dallas Fuel. The Empire won the inaugural Call of Duty League Championship this past weekend.
Furthermore, as the official quick service restaurant of Envy Gaming, the restaurant chain will sponsor all of the teams and players that compete under the Team Envy brand, including those in Rocket League, Super Smash Bros., and VALORANT. Envy’s franchised team in the Flashpoint Counter-Strike: Global Offensive league is also included in the deal.
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In previous years, the companies have activated the partnership in various ways, including the Webby Award-nominated “Fuel House” animated web series, which saw Jack in the Box mascot Jack living with the Dallas Fuel players. Additionally, Jack appeared in costume at Call of Duty World League majors (as seen above) to support Team Envy while wielding a t-shirt cannon to launch prizes at fans.
Adam Rymer, CEO of Envy Gaming, added: “Jack in the Box has been a fantastic partner for three years. They deserve a lot of credit for being an early adopter to gaming and creating unique ways to connect with millennials and Gen Z. We’re excited about what the next few years will mean as we expand our partnership and push esports and gaming more into entertainment and culture.”
Esports Insider says: Between this multi-year extension, adding rapper Post Malone to the ownership group, and other recent leadership and partnership news, Envy Gaming seems to be making big moves for the future.