US grocery store chain H-E-B has signed as a shirt sleeve partner to the Houston Outlaws Overwatch League team.
Under the deal, H-E-B will become the first Outlaws partner to brand the sleeves of the uniform, including both the home and away jerseys.
The two parties will also produce co-branded reusable grocery bags, available exclusively at select H-E-B locations within the Houston, Austin, and San Antonio areas.
In terms of fan engagement, H-E-B will act as the Official Food Delivery partner at select Houston Outlaws watch parties. Fans will also have opportunities to meet Outlaws players in-store at select H-E-B locations throughout the year.
Ryan Musselman, president of Infinite Esports and Entertainment, the holding company of the Houston Outlaws, said: “Our local communities comprise key elements of the Houston Outlaws’ identity, and H-E-B continues to play a major role in supporting the Houston, Austin, and San Antonio markets.
“Through H-E-B, we can ensure our players have the proper food and nourishment they need to continue competing at the professional level.
“The Houston Outlaws will make their first appearance with the H-E-B logo on their jerseys during the opening match of Stage Two, taking place on Saturday, April 13.
The Overwatch League is owned by US video game publisher Activision-Blizzard.