Envy Gaming has made giant leaps this week by renewing their sponsorship deal with Jack in the Box and Post Malone joining the ownership group.
Jack is Back
Envy Gaming’s sponsorship with Jack in the Box began back in 2017 with the foundation of their Overwatch League team, the Dallas Fuel. The initial deal lasted for three years and featured the Overwatch League’s first-ever jersey rights deal. In 2020, the deal extended to Envy’s Call of Duty League team, the Dallas Empire who has made it into the 2020 CDL Championship Weekend.
➖ Jack continues as official QSR with jersey branding for @DallasFuel and @DallasEmpire, plus associate positions with teams competing in Valorant/Super Smash Bros./Rocket League/Halo/CS:GO. pic.twitter.com/qiDsinOTyj
— Adam Stern (@A_S12) August 28, 2020
“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 we 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!”
Envy took a chance and branched out for their sponsorship beyond gaming hardware and clothing. Jack in the Box was a prominent sponsor during their Homestand event and coordinated content that was on-brand for both the esports organization and the fast-food giant.
Envy Expands their Ownership
In bigger news and another move to dominate the mainstream, Post Malone is officially a partial owner of Envy Gaming. The star-studded rockstar was born and raised in Texas before rising to fame as a platinum artist. Musicians have flocked to the gaming industry in recent years, and while some use it as a boost to their fame, Mike Rufail, Envy Gaming owner explained that “I first met Post at Posty Fest in Arlington last November. We had a very real chat about his love for video games. He’s a genuine gamer who brings a lot of effort and personality into everything he does. I couldn’t be happier to have him invest and build with us.”
— Envy (@Envy) August 28, 2020
Other esports organizations such as FaZe Clan have brought musicians onto their roster of talent, but Post Malone joining Envy is a business move. Post Malone is a gamer at heart and has been outspoken about his love of gaming and esports. Posty joining Envy’s ownership group will open the door for other sectors of the entertainment industry to join the gaming wave.