Protein snacking brand Jack Links has announced a seven-figure move into the eSports arena.  

Following a successful partnership in 2019 with eSports brand, Fnatic, Jack Link’s has now signed several partnerships in a multi-year deal that will cement the brands presence in Europe.

Mobile games in general, and eSports in particular, have boomed during the pandemic, as people have found themselves with more time on their hands and little to do with it. According to Statista the number of global eSport enthusiasts grew to 495m in 2020, up from 443m in 2019.

The brand’s first deal is a renewal of its partnership with Fnatic team up once again, as it seeks to establish the jerky brand as the primary protein snack for gamers. Later on in the year, Jack Link’s EMEA will also be sponsoring leading eSports tournaments and events in Europe.

“What we know about our consumers is that they are passionate about everything they do, and gamers are no exception,” said Jan Pieter Schretlen, Managing Director, Jack Link’s EMEA. “Competing online is fast-paced and requires gamers to be their optimum self to perform and win – whether that be beginners or competing at world stage. Jack Link’s can help this active community reach its fullest potential, providing them with quality, protein-rich fuel needed to power through long and hard gaming sessions.

“We want to be a true partner, supporting gamers on all levels and building relationships both in competitive as well as amateur gaming. We are confident that eSports has by no means reached its full potential and this is just the start of things to come from Jack Link’s.”