Toronto Ultra names CRAVE Meals as latest partner

Call of Duty League (CDL) franchise Toronto Ultra has announced a partnership with Kraft Heinz Canada brand CRAVE Meals.

As a result, CRAVE Meals will become the official meal partner of the OverActive Media-owned franchise.

Toronto Ultra x Crave Meals
Credit: Toronto Ultra

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The deal will see CRAVE Meals’s logo be featured on Toronto Ultra’s in-game skins during the Call of Duty League Playoffs competition that takes place at the end of the regular season. CRAVE Meals branding will also be seen on Toronto Ultra’s physical jerseys for Stage 5 and CDL Playoffs.

Tyler Keenan, Vice President of Global Partnerships at OverActive Media, spoke on the collaboration in a release: “In competition, on-jersey brand patches are now well-established marketing tools in traditional sports yet relatively new in esports. That is why we are so thrilled to have CRAVE become our first in-game jersey patch partner for our popular Toronto Ultra franchise.”

CRAVE Meals is the sixth brand to sponsor Canada’s only CDL franchise, joining SCUF Gaming, Jack Link’s, internet service provider Bell, and TD Bank which recently expanded its partnership with Ultra’s parent company OverActive Media.

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Brian Neumann, Associate Director of Brand Build and Innovation at Kraft Heinz Canada, also commented on the deal: “The CRAVE team is so excited to be fuelling Toronto Ultra’s gaming stars as their Official Meal Partner. We are looking forward to establishing an authentic relationship with the Call of Duty community, as we know our product can fuel casual gamers and competitors alike. Our delicious meals are ready in minutes, letting gamers spend more time doing what they love; gaming.”

This week, OverActive Media also announced that has become a publicly listed company, joining the growing list of esports organisation’s that have entered the stock exchange. 

Esports Insider says: 2021 is certainly proving to be a productive year for the Toronto Ultra, having acquired three additions to its partnership roster in the first seven months of the year. For Crave Meals, supporting a domestic esports team is a sure-fire way to gather exposure that could well lead to future activations.

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