Enthusiast Gaming Holdings (EGLX.T) esports team the Vancouver Titans renewed their agreement with Circle K today, according to a press release.

The renewed partnership will include new ways to engage with fans, including displaying the Circle K logo on player jerseys, in much the same way the official apparel was worn at the 2019 Overwatch League Grand Finals. Also returning are the Titans Froster collector cups with images of members from the Titans new roster. Fans can collect the six cups at Circle K stores across Canada.

“We’re excited to be able to continue our partnership with the Titans. We have all been through so much these past few months and we can’t wait to add back some fun into our new normal. We are lucky to be part of this immensely passionate gaming community. Gaming used to be niche, but now it is mainstream. We’re looking forward to engaging with this community in new ways,” said Dave Greason, director of marketing and merchandising at Circle K Western Canada.

The Titans have also partnered with Jack Links to be part of their marketing programs alongside Circle K. The intent of these partnerships is to push fan recognition of the team’s new players, and get the fans involved through such activities as a fan scavenger hunt, scheduled for later in the year.

“We are thrilled to have Circle K as an integral part of the Titans family; they have been supporting us and our fans since day one and we look forward to doing bigger and better things through our partnership,” said Tim Holloway, e-sports director at the Vancouver Titans.

Here’s Adrian Montgomery, Enthusiast’s CEO, on the company’s value proposition:

The Titans recently moved to a roster with more Canadian talent with the hopes that this partnership will help draw from the more local fanbase.

“One of the keys for brands stepping into gaming is to speak through an authentic voice. Circle K has done a great job of that by truly engaging our community and fans — and it has paid off. They care about e-sports and gamers and it is evident in the way that they have approached this partnership. They have quickly become a huge part of this team and have built meaningful relationships with our fans across Canada,” said Gopal Patel, head of e-sports partnerships at Canucks Sports and Entertainment.

—Joseph Morton