Texas-based esports organization Complexity Gaming has announced that it has signed a sponsorship deal with US supermarket chain HEB.

As announced in a press release, we’re told the deal will include activations on social media channels, and even Twitch content streams, which will aim to promote the couple’s shared values.

“We are thrilled to partner with HEB, the state’s largest private employer in Texas with more than 145,000 employed members and $38 billion in annual revenue.” said Justin Kenna, CEO of GameSquare, Complexity’s parent organization.

“Leading companies like HEB are increasingly turning to the GameSquare platform to achieve exceptional results and partnerships. The depth of our product offering and the creative approach that GameSquare’s vertically integrated platform can bring to brands looking to connect with gaming and esports fans continue to grow and attract top-tier partners like HEB. Our commitment to our customers and deep understanding of the gaming landscape positions us perfectly to meet the needs leading and innovative brands.

There is no financial mention of the exclusive sponsorship deal.

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