American restaurant chain Zaxby’s has renewed its partnership with Misfits Gaming Group’s (MGG) Florida Mayhem, the official representative of Florida in the Overwatch League.
The chain will also be doubling down on its commitment to esports, as Zaxby’s expands the partnership to include MGG’s Call of Duty League franchise the Florida Mutineers.
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In 2020, the Florida Mayhem launched a comprehensive partnership with Zaxby’s that included the ‘Match Time Meal’ activation, along with online tailgating parties and custom content with the players.
Joel Bulger, CMO of Zaxby’s commented: “The Florida Mayhem & Florida Mutineers are, no doubt, the best in their class and we’re looking forward to expanding our partnership with one of the best organisations in the game.
“As the esports and gaming industry continues to flourish, we are grateful to be able to connect Zaxby’s to its highly engaged audience.”
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With the partnership renewal, and its expansion into the Call of Duty League, the chain will have a brand-new jersey patch on Florida Mutineers’ sleeve for the upcoming season, as well as updated logo placement on Florida Mayhem’s player jerseys for the 2021 Overwatch League campagin
Zaxby’s will also continue its ‘Match Time Meal’ activation with both teams.
Justin Stefanovic, VP of Partnership with Misfits Gaming Group added: “Zaxby’s has been a tremendous partner thus far and we’re looking forward to continuing to grow alongside them in the year ahead.
“They have a tremendous passion for esports and gaming and we’re very excited to strengthen the bond between gamers and their delicious chicken.”
Esports Insider says: It’s always cool to see a progressive restaurant chain get involved in the esports industry, and the success of the partnership in 2020 is shown here as ZAXBY’s renews and expands its deal.