Multiyear renewal comes as irreverent fast food giant deepens ties to gaming culture
Dallas-based esports organization Envy Gaming and Jack in the Box announced a multiyear renewal of the wide-ranging sponsorship deal that first began in 2017. Jack in the Box entered esports as one of the first nonendemic brands to establish a multiyear partnership with an esports organization and continues to push the envelope on authentically endearing and activating the Jack in the Box brand among gaming fans.
Key moments and highlights during Jack in the Box’s partnership with Envy and its associated esports teams the Dallas Fuel in the Overwatch League, the Dallas Empire in the Call of Duty League, and Team Envy include:
- A 2020 Webby Award nomination for”Fuel House”, the Jack in the Box-produced animated web series that featured six episodes of Jack living in a gamer house with members of the Dallas Fuel team
- Primary sponsorship of the Envy-owned Dallas Empire team, one of only 12 esports teams globally selected to compete in the inaugural season of the Call of Duty League and one of the top three teams advancing to 2020 Call of Duty League Championship Weekend, with a playoff match scheduled for Saturday, August 29 at 2:30 p.m. and a $1.5 million prize for the winning team up for grabs
- Presenting sponsorship of the first home games in esports history, which featured a sellout crowd of 4,500 fans each day in a live arena audience for the April 27-28, 2019, Dallas Fuel Homestand Weekend in North Texas
- Jack’s appearance as a t-shirt cannon-wielding hype man at multiple Call of Duty World League majors
- The first team jersey rights deal in Overwatch League history
- Many, many, many Jack in the Box Late Night Munchie Meals consumed by Envy Gaming’s 60+ professional esports players
Jack in the Box will continue to serve as the Official Quick Service Restaurant of Envy Gaming and the primary jersey sponsor of the Dallas Empire and the Dallas Fuel under terms of the new deal. The brand adds associate sponsorship of Team Envy teams competing professionally in Valorant, Super Smash Bros, Rocket League, Halo, and Counter-Strike, including the Team Envy franchise that is a founding member of the Flashpoint tournament series.
“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,” said Adrienne Ingoldt, SVP, Chief Brand and Experience Officer at Jack in the Box. “We dove head-first 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 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!”
Adam Rymer, CEO at Envy Gaming said, “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.”
About Envy Gaming
Envy Gaming, Inc. is the owner and operator of popular esports franchise Team Envy, the Dallas Empire team in the Call of Duty League and the Dallas Fuel team in the Overwatch League. Founded as a professional Call of Duty team in 2007, owner Mike Rufail has grown the Dallas-based organization into one of the largest and most winning esports groups in the world. Today, Envy Gaming competes, streams and produces content across multiple titles including Call of Duty, CS:GO, Halo, Overwatch, Rocket League, Super Smash Bros and Valorant. Envy was named the 2016 Esports Team of the Year. For more information, visit Envy.gg.
About Jack in the Box
Jack in the Box Inc. (NASDAQ: JACK), based in San Diego, is a restaurant company that operates and franchises Jack in the Box® restaurants, one of the nation’s largest hamburger chains, with more than 2,220 restaurants in 21 states. Known as the pioneer of all-day breakfast, and the late night category, Jack in the Box prides itself on being the curly fry in a world of regular fries.
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