Jack in the Box puts its money on e-sports

Jack in the Box is sponsoring the Dallas Fuel in the inaugural season of the Overwatch League, the first major global "e-sports" gaming league with city-based teams.

According to a press release, the multiyear deal signals Jack in the Box as a QSR early-adopter of e-sports and professional gaming. Jack in the Box will be named the Official Quick Service Restaurant of the Dallas Fuel and Team Envy, which puts the brand on the Fuel's team consumer merchandise. 

As sponsor, Jack in the Box maintains sole jersey rights for the competition beginning this December, a release said. Jack in the Box also will be an official jersey sponsor of the Team Envy Call of Duty team and will roll out a series of joint promotional activities with the team, the release said.

Marketing intelligence firm Newzoo has said that more than 285 million people watched e-sports last year and that fans rank fast-food brands among the most desirable sponsors for competitions and teams.

"Entering the world of e-sports 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," Jack in the Box Marketing Communications Director Adrienne Ingoldt said in the release. "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 Dallas Fuel is the first Overwatch League team to announce a primary sponsor.


Topics: Business Strategy and Profitability, Marketing / Branding / Promotion

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