Esports giant Gfinity has signed a multi-season deal with pizza group Domino's, delivering "significant investment" into its Challenger and Elite series.
The deal will see Domino's because a presenting partner, tapping into the massive young adult demographic that consumes gaming and esports content – and presumably pizza. It grants Domino's exclusivity and an in-show presence throughout the 80 hours of liveFIFA, Rocket League and Street Fighter V broadcasts.
On top of this, Domino's will receive bespoke content, broadcast and digital assets, player shirt sleeve branding, social media activations, customer relationship management, ticketing and hospitality.
Domino's will promote both the Gfinity Challenger and Elite series to its consumers.
The partnership, which runs until December 2020, represents the biggest commercial deal in Gfinity's history and builds on prior deals with the likes of Unilever (Lynx), HP Omen and Turtle Beach.
Esports is one of the fastest-growing entertainment sectors, with a global audience expected to reach almost 500m by 2020.
Garry Cook, executive chairman of Gfinity, said: "We are delighted to have entered into a multi-year strategic partnership with Domino's. It is a testament to the continued growth of esports and the quality of the Gfinity Elite series.
"Esports has become the entertainment of choice for brands looking to connect with young adult consumers. It is exciting, it is growing and it is full of opportunity. We look forward to working with Domino's to create new and innovative ways to bring even more excitement and interest in the Elite series."
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