Jack in the Box signs on as esports primary sponsor for Dallas Overwatch team

Fast Food chain Jack in the Box announced a “multiyear, multimillion-dollar” sponsorship deal to display its logo on jerseys worn by the Dallas Fuel of the Overwatch League.

The Fuel is owned by Team Envy and is one of 12 global franchises that’ll compete in the inaugural season of the Overwatch league starting in December.  The deal also includes Team Envy’s Call of Duty team.

Jack in the Box sees esports as a way to reach a hard-to-reach demo according to the company.  The signing make the Fuel the first Overwatch team to sign a primary sponsor.

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