American snack brand Jack Link’s has been announced as official protein snack of North American esports organisation Envy Gaming, marking its first foray into the esports world.

The multi-year deal, which covers Envy Gaming’s Team Envy, Dallas Fuel, and it’s as yet unnamed Dallas Call of Duty franchise, is set to include fan activations at Overwatch League and Call of Duty League events, live events and a custom content series.

Envy Gaming teams will also be kitted out with jerseys featuring the Jack Link’s logo, and the company has said it will be supplying its jerky snacks to all Envy professional staff and athletes.

Discussing the partnership, Vice President of Marketing for Jack Link’s Protein Snacks, Brian Hannigan, said:

“We saw an opportunity to bring Jack Link’s into the esports community, where there isn’t yet a strong presence of better-for-you, portable fuel for these amazing athletes.

“Our partnership with Envy Gaming has been a true collaboration between brands that are a perfect fit, and, as a result, we’re able to fuel some of the best athletes and teams in the world with our protein-rich snacks. We can’t wait to kick off our first venture into esports and engage with players, fans, teams and consumers nationwide in new and exciting ways.”

While Vice President of Sales and Marketing at Envy Gaming, Shay Butler, added:

“Jack Link’s is an essential go-to for our teams. Providing a snack that is packed with protein, leaves no sugar crash, and is always portable fits perfectly in line with our focus on offering players the best in all aspects of their training. We’re eager to bring such an exciting brand on board as a key partner and expect fans at any of our events next year will enjoy what we plan with Jack Link’s.”

AYO.NEWS says:

Its great to see another non-endemic brand jump into the esports world, and in a sector full of energy drink, crisps and candy sponsorships, it’s also nice to see a snack that’s a little more healthy (maybe) being promoted.

AYO.NEWS says features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited.