Jack in the Box announced its official sponsorship of the Dallas Fuel, an esports team owned by Team Envy and one of 12 global franchises selected to compete in the inaugural season of the Overwatch League. Jack in the Box will serve as the sole jersey rights partner for the Dallas Fuel as the Overwatch League competition begins this December. Jack in the Box will also become an official jersey sponsor for Envy’s Call of Duty team and will roll out a series of joint promotional activities. The multiyear investment signals Jack in the Box as the QSR early-adopter of esports and professional gaming, the cultural phenomenon that is redefining sports and entertainment for cord-cutting millennials. Through the partnership, Jack in the Box will be named the Official Quick Service Restaurant of the Dallas Fuel and Team Envy, and be featured on official Dallas Fuel team merchandise available to fans and consumers.
More than 285 million people watched esports last year according to marketing intelligence firm Newzoo. Avid esports fans rank fast-food brands among the most desirable sponsors they wish to see in arenas at live esports competitions or hope to see associated with their favorite teams. “Entering the world of esports is a natural fit for Jack in the Box as the platform aligns with the challenger spirit of the brand — a spirit that sidesteps conformity and celebrates the unconventional at every chance,” said Adrienne Ingoldt, Director of Marketing Communications at Jack in the Box. “We’re committed to sustaining a sponsorship program that looks beyond the current social and traditional advertising strategies to create a more fan-centric experience.”
The announcement of Jack in the Box’s sponsorship follows an undefeated championship run in the recent Overwatch Contenders season by Dallas Fuel owners Team Envy. The organization plans to build on its reputation as the most accomplished Overwatch team in the Western world. The Dallas Fuel is the first Overwatch League team to announce a primary sponsor.
“Jack in the Box is the perfect partner for the Dallas Fuel and Team Envy: our fans and followers share a craving for excitement and expect the best,” says Mike Rufail, owner and CEO of Team Envy. “We’re thrilled to have Jack in the Box on board and see them as a trailblazer for how other brands should approach getting into esports.”
Jack in the Box continues to take its innovation prowess beyond what’s expected in QSR to find unique ways to connect with millennial consumers through both its unexpected menu offerings, such as the recent launch of fast food’s first-ever 100% Ribeye Burger, as well as through differentiated marketing initiatives, such as the limited run of the mobile and PC game, Crave Crasher and this esports partnership.
Team Envy has won more championships across multiple esports games than any other organization, including the 2016 Call of Duty World League Championship, which represents the number one gaming title in North America. The organization was crowned the 2016 Esports Team of the Year at the Esports Industry Awards, and has long-term plans to build a dedicated esports facility and headquarters in North Texas.