Circle K has expanded its sponsorship agreement with the Vancouver Titans, a professional esports organization. The Titans, established in 2019, compete in the Pacific division of the global Overwatch League.

The convenience chain’s first year of sponsorship included jersey logos worn in the Overwatch League Grand Finals, as well as in-store activations at Circle K with limited edition, Titans-branded Froster cups (available only in Western Canada locations).

Now, with the Titans entering their second year of play, the partnership will include additional fan engagements, although those have yet to be specified as the status of in-person esports events remains uncertain.

Circle K is also sponsoring the new digital video series Ask a Titan, which is rolled out weekly on Twitter. The series is focused on helping fans get to know their favourite players.

The Titans have also added a new sponsor, Jack Links. The beef jerky manufacturer will partner with the franchise for several in-market, fan-focused programs (as yet to be specified), create new digital content together and sponsor a digital scavenger hunt for fans later in the season.

The Titans are part of Canucks Sports & Entertainment, the same entertainment giant that owns pro sports teams such as the Vancouver Canucks (NHL) and the Vancouver Whitecaps (MLS). Other sponsors working with the franchise include supplements company Enerex, which sponsors its Performer of the Week highlight on social media, and gear provider Logitech.

Although esports remains a niche, it currently reaches one in 10 self-described sports fans, according to the Media Technology Monitor. It’s also more likely to reach younger and more affluent sports fans.