Jack in the Box sponsors Overwatch League outfit Dallas Fuel

Restaurant chain Jack in the Box has signed up to become the official sponsor of Team Envy’s Overwatch League team Dallas Fuel.

It becomes the sole jersey rights sponsor for team’s foray into the much-anticipated League that kicks off next month. The deal also sees the company back Envy’s Call of Duty team,  and is described as a “multi-year investment”.

Dallas Fuel, which was undefeated in the recent Overwatch Contenders season, is the first Overwatch League team to name a primary sponsor.

“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,” Jack in the Box’s director of marketing communications Adrienne Ingoldt said.

“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.”

Team Envy CEO Mike Rufail added: “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. 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.”