American snack company Jack Link’s has become the official protein snack of North American organisation Envy Gaming.

The arrangement between the two comes in the form of a multi-year deal with planned collaborations of “fan activations, live events and a custom content series.” Per the official release, fans can expect to see content developed around their favourite players and plenty of Jack Link’s activations at future Overwatch League and Call of Duty League events.

Brian Hannigan, Vice President of Marketing for Jack Link’s Protein Snacks spoke to the snack brand’s first foray into esports: “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.”

One of 12 organisations admitted into the first season of the Call of Duty League, Envy’s Dallas franchise will feature Jack Link’s brand on its jerseys, as well as across all other Envy teams. Jack Link’s is hoping to “drive new protein destinations” alongside Envy Gaming through its partnership. This includes a plethora of Jack Link’s products being made available to professional players and staff of the Dallas Fuel, Dallas CoD, and the entirety of Envy Gaming at the organisation’s training facilities.

Shay Butler, Vice President of Sales and Marketing at Envy Gaming also commented: “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.”

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