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The German branch of international fast food giant McDonald's has announced that it will not renew the sponsorship agreement with the German Football Association (DFB) and instead focus on the development of the esport.
McDonald's Germany originally had a 15-year deal with the DFB that will expire at the end of the year, but it was dissolved to allow for a deeper partnership with the famous ESL brand esports.
"This step in eSport was absolutely good for us. We are seeing a very significant increase in brand awareness among the target audience, "McDonald's spokesperson in Germany Philipp Wachholz said in a statement.
This decision follows the success of McDonald's first real incursion into the esport, when the company announced earlier in January that it would be the official partner of ESL Meisterschaft, the national ESL championship in Germany for titles such as Counterattack: Global Offensive (CS: GO), League of Legends, and FIFA. At these events, McDonald's offered participants the opportunity to order food directly in the room.
In addition, the company has also become the official supplier of this year's ESL One Hamburg tournament and the main sponsor of the first major Spanish eSport tournament La Liga. In Hamburg, the company set up a booth to allow participants to print in real time the jerseys of their teams.
"The decision in favor of one is not necessarily a decision against the other, but reflects the general strategy of the brand aimed at establishing a closer connection with the lives of adolescents," he said. added Wachholz.
McDonald's is now joining Intel and Mercedes-Benz as one of the most sought-after brands in partnership with ESL One, although it is arguably the best-known among this highly touted group. Mercedes – Benz also had a sponsorship deal with the DFB, which will also be dissolved by next January.
The fast food giant's German branch is not the only one making waves in the online sports industry, with McDonald's Denmark launching a custom CS: GO menu to support the BLAST Pro Series in Copenhagen. Denmark has long been one of the countries most involved in competition: CS: GO.
"McDonald's is a global brand synonymous with Zeitgeist culture and youth, like ESL. We are delighted that this partnership is renewed to further anchor the esports as a phenomenon of pop culture, "said ESL Vice President of Sales and Business Development Bernhard Mogk.
McDonald's entry into the esport sector, even though it is currently the company's branches in his country, is a sure sign of the rapid growth in global esport. A brand as well-known and influential as the fast food giant can only help to open more growth opportunities in the sector.
It will also mark what could be the first time that a major brand abandons a contract with a traditional sports entity for the benefit of an entity involved in the field of esport.
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