Video Games

Dallas Esports Team Gets Corporate Sponsor, Now Officially a Real Sports Team

They have a jersey and everything.

The evidence that we’re eventually going to have to stop cracking jokes about professional video game players and reckon with esports as a real thing that adults take seriously keeps piling up.

A few days ago, Cowboys owner Jerry Jones plopped an undisclosed but presumably eye-popping amount of money onto an esports franchise of his own. (Dallas oilman Kenneth Hersh reportedly spent $35 million to bring Team Envy to town.) Also this week, the Dallas Fuel—your hometown squad of people who play “Overwatch” very well—announced a partnership with $1 taco dispenser Jack in the Box. That sponsorship makes Jack in the Box the “Official Quick Service Restaurant of the Dallas Fuel” and plants the fast food chain’s logo on team merchandise and jerseys. There are jerseys.

We’re assuming Krusher is not the player’s Christian name.

While a Jack in the Box logo on a T-shirt is a long way from the corporate cross-stitch of a NASCAR driver’s jumpsuit, it’s a considerable step in the mainstreaming of esports. Next thing you know, Lady Gaga will be performing while the game’s on pause during the “Overwatch” Super Bowl. Teens will be fighting over the last pair of Krusher-sponsored Nikes. Star e-athletes like “n00bkiller420” will be kneeling during the national anthem. Monday Night Free For All will replace Monday Night Football on national television.

Don’t like it? Too bad, Grandpa. It’s a Millennial World now. This is the content we crave. We love video games and brands, and existing in an increasingly abstract digital space that keeps us pacified and divorced from the terrifying demands of reality. The “Overwatch League” preseason begins next month. Support your Dallas Fuel as they take on the Houston Outlaws on Dec. 7. You can watch games online.

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Comments

  • Chris Ullom

    Jerry expects players to get off the couch and stop texting during the Anthem.

  • MattL1

    Hmm…Dallas Fuel. If there only there was a Metallica song that would work as a pump-up anthem…thinking…thinking…

    “Master of Puppets” could be what that which they desire.

  • Sebastian

    I have noticed that nowadays sports sponsorship are getting more and more popular. I think it is because sponsors received the huge promotion for their main business through successful teams, athletes, players and so on. Last year I was in Kaunas and my friend we visited BJJ event. He persuaded me that it would be interesting. Honestly, I became bored there really quickly. I saw there a lot of huge purple banners of the Biotexcom. Later I found that it was the sponsor of the Ukrainian ZR Team. I also google some information and now I know that Biotexcom it is big and wealthy Ukrainian clinic for human reproduction. Now everything is clear.it was a well-judged decision. The fighters of the ZT Team are highly trained and get high results. As for me, they make a good promotion for their sponsor.