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 largest private employer in the state of Texas with more than 145,000 employed partners and $38 billion in annual revenue,” said Justin Kenna, CEO of GameSquare, Complexity’s parent organization.

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

There is no financial mention of the exclusive sponsorship deal.

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