Karsten Schonauer
Creative Director
Insights / 2 Min.
In a world where the lines between reality and the virtual are blurring, one industry stands at the forefront of this digital revolution: esports. And in the heart of this rapidly growing world, one factor is increasingly being recognized as crucial – brand partnerships.
Need for Speed
The modern gaming community defies outdated stereotypes. Gamers prioritize efficiency, and in their culinary choices, they crave speed. Fast food chains have astutely identified this demand and have aligned themselves with the thriving esports audience. By catering to the specific needs and desires of gamers, these global chains have cemented their commitment to this dynamic and growing community.
Synergy of Food and Esports
The growing prominence of delivery services, particularly in the wake of the pandemic, has paved the way for their entry into the esports arena. A significant portion of their target audience resides at home, immersed in their gaming setups. The synergy between convenience and gaming excellence is unmistakable. It's a win-win scenario for both the food industry and esports enthusiasts.
Examples of Major (Fast) Food and Delivery Brand Sponsorship Moves:
McDonalds x StarCraft 2 World Championship Series (2017):
Image Credit: Esports Observer
Grubhub x ESL Collegiate (2019):
Image Credit: ESLs
Subway x Guild Esports (2021):
Image Credit: Subway
The intersection of fast food, restaurant chains, and delivery services with the esports industry illustrates a mutually beneficial partnership. As the esports world continues to evolve, these brands are not just sponsors but active contributors to the community's growth and success. Their ability to adapt to the changing preferences of the gaming audience underscores their significance in the digital revolution. Fast food and esports have joined forces, creating a satisfying alliance that feeds the appetite for both gaming and gastronomy.
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