Fnatic announces multi-year partnership with Jack Link’s

20 January 2021


Leading British esports organisation Fnatic has announced a multi-year partnership with North American beef jerky snack firm Jack Link’s.

Following a successful activation in 2019, the two entities have teamed up again as Jack Link’s looks to strengthen its reach across EMEA and establish its brand in the esports ecosystem, according to the release.  

Credit: Fnatic

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As a result of the partnership, the Jack Link’s logo will be featured across the right sleeve of all Fnatic team jerseys immediately, and across the right sleeve of its retail jersey from May. 

Additionally, Fnatic and Jack Link’s will work collaborate on a range of activations and content in order to provide high protein products to esports fans. This includes in-game activations, cant driven around Fnatic’s professional players, plus ‘online and physical tools’. The exact duration of the deal has yet to be disclosed.

Neil Walker, Partnerships Manager at Fnatic commented: “In fast-paced online competition, gamers need a consumable respite that gives them the energy to get through their grind.

“At Fnatic, we have a performance-first philosophy to ensure gamers are always playing at their best.”

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Fnatic’s selection of Jack Link’s as its first global snack partner represents the company’s continued commercial growth with the esports organisation securing a range of sponsors for the 2021 esports season. Alongside Jack Link’s, Fnatic’s also partners include Hisense, Monster Energy and BMW among others.

Jan Pieter Schretlen, Managing Director of Jack Link’s EMEA also spoke on the partnership: “Our products are the perfect snack, no matter if at home or on the go, at work or during leisure time activities such as gaming.

“Beef Jerky is a natural source of protein, giving lasting energy and hence supports endurance. We want to be a true partner, supporting gamers on all levels and building relationships both in competitive as well as amateur gaming.”

Esports Insider Says: No doubt it is a fantastic choice for Jack Link’s to branch into the EMEA market, as they already have cemented themselves in North America. Fnatic’s large network of fans and players will allow the brand to expand its reach. This should be a successful partnership for the two.

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