Marketing

Zaxby's sponsors online gamer SypherPK

Zaxby's has become the exclusive restaurant sponsor of Ali Hassan, also known as "SypherPK," a professional gamer and streamer with 11 million followers across multiple online platforms including Twitch.

July 13, 2020

Zaxby's has become the exclusive restaurant sponsor of Ali Hassan, also known as "SypherPK," a professional gamer and streamer with 11 million followers across multiple online platforms including Twitch, the video livestreaming site owned by Amazon. In addition to Zaxby's sponsorship of the Houston Outlaws and Florida Mayhem in the Overwatch League as well as the High School ESports League, this new partnership extends Zaxby's commitment to engaging the gaming community, CMO Joel Bulger said in a company press release.

"Online sports has become a growing competitive outlet, particularly among younger demos," he said. "Our brand wants to be there to make the social connection with players and viewers and add to the gaming experience."

Esports audiences have grown due to COVID-19. Twitch reported a record 1.4 million concurrent viewers and a 33% increase in unique channels last quarter, according to Forbes, which said gamers between the ages of 18-25 spend 77% more time watching other players online than watching broadcast sports.

"Food delivery is the ultimate convenience and I'm really lucky that I can get amazing Zaxby's chicken brought straight to my door during long streams," Hassan said in the release. "I grew up eating Zaxby's, so it's an exciting and humbling opportunity to welcome them as an official partner."

SypherPK's first Zaxby's-sponsored livestreaming session was July 2 and garnered nearly 300,000 unique viewers. His announcement stream generated over 100,000 hours watched worldwide during the 12-hour stream. The ongoing sponsorship offers viewers chances to win Zaxby's gift cards and opportunities to play against SypherPK in upcoming streams.

As attention is redirected online and appetites stay home, Zaxby's has expanded delivery and curbside pickup availability across its footprint.

Founded by childhood friends Zach McLeroy and Tony Townley in 1990, Zaxby's has more than 900 locations in 17 states and is headquartered in Athens, Georgia.