# Grocery Chain Collaborative eSports Houston Outlaws and H-E-B Create Exclusive Items and Events By Amy Duong | Published 2019-04-11 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/houston-outlaws References: [prnewswire](https://www.prnewswire.com/news-releases/houston-outlaws-add-texas-grocery-chain-h-e-b-as-official-partner-300826046.html) & [outlaws.overwatchleague](https://outlaws.overwatchleague.com/home) Texas-based grocery chain [H-E-B](https://www.trendhunter.com/trends/field-future-by-heb) works in collaboration with the [Houston Outlaws](https://www.trendhunter.com/trends/prodigy-agency) in a variety of products and events, starting off with integrating itself on the uniform's sleeves. The chain features its own branding details on the team's home and away jerseys. The partnership opens the floor to welcome products including reusable grocery bags, set to launch exclusively at the grocery chain's location in Austin, San Antonio, and Houston. The collaboration also allows H-E-B to be the official food delivery partner for the eSports team's watch parties as well. This gives fans the opportunity to explore the wide range of products that H-E-B has to offer. President of [Infinite eSports and Entertainment](https://www.trendhunter.com/trends/ground-zeroes-mod), Ryan Musselman states, "through H-E-B, we can ensure our players have the proper food and nourishment they need to continue competing at the professional level." ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 34% | Activity: 14% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Games](https://www.trendhunter.com/games) ## Key Themes ### What Makes This Trend Stand Out - **Collaborative Branding:** The collaboration between H-E-B and the Houston Outlaws demonstrates the trend of companies joining forces to create unique branding opportunities. - **Esports Partnerships:** The partnership between H-E-B and the Houston Outlaws highlights the growing trend of traditional businesses aligning themselves with the booming eSports industry. - **Event Marketing:** The collaboration allows H-E-B to engage with eSports fans through watch parties, showcasing the trend of businesses leveraging event marketing to reach their target audience. ### Sectors Adopting This - **Grocery Retail:** The collaboration presents an opportunity for grocery retailers to explore partnerships with eSports teams and tap into the passionate fan base of eSports. - **Sports Apparel:** The integration of H-E-B branding on the Houston Outlaws jerseys signifies a potential disruption opportunity for sports apparel brands to collaborate with non-traditional partners for unique branding initiatives. - **Food Delivery:** H-E-B's role as the official food delivery partner for watch parties showcases the potential for food delivery services to extend their offerings to eSports events and leverage the growing eSports fanbase. ## Related on Trend Hunter - [Food Delivery Esports Partnerships](https://www.trendhunter.com/trends/just-eat-x-excel-esports.md) - [Competition-Based Esports Partnerships](https://www.trendhunter.com/trends/esports-world-cup-1.md) - [Jersey-Focused Esports Promotions](https://www.trendhunter.com/trends/cdkeys.md) - [Esports Retailer Collaborations](https://www.trendhunter.com/trends/excel-esports.md) - [Esports Nutrition Partnerships](https://www.trendhunter.com/trends/version1.md) - [Esports Beer Sponsorships](https://www.trendhunter.com/trends/100-thieves-2.md) - [Esports Game Partnerships](https://www.trendhunter.com/trends/team-liquid.md) - [Esports Bakery Partnerships](https://www.trendhunter.com/trends/kings-hawaiian-1.md) - [Esports Nutrition Partners](https://www.trendhunter.com/trends/dairy-max.md)