Domino’s has inked a deal with esports event platform Gfinity, scoring exclusivity within the quick service restaurant sector.
The pizza maker will be the presenting partner for the Gfinity Challenger and Elite Series UK, giving it access to engage with one of the fastest-growing entertainment sectors and the young adult demographic that consumes gaming and esports content.
Under the partnership, Domino’s will have an in-show presence throughout 80 hours of live FIFA, Rocket League and Street Fighter V broadcasts. In addition, it will receive bespoke content, broadcast and digital assets, player shirtsleeve branding, social media activations, customer relationship management, ticketing and hospitality.
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Domino’s will also use its extensive channels to promote both the Gfinity Challenger and Elite Series UK plus the player stories that emerge and share them with its loyal consumer base.
Domino’s will tap its extensive channels to promote both the Gfinity Challenger and Elite Series UK plus the player stories that emerge and share those stories with its loyal consumer base. The “Gfinity Challenger Series Delivered by Domino’s” began July 30.
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Domino’s deal, which runs through December 2020, is the biggest commercial deal for Gfinity, founded in 2012, the company said. Previous partners include Unilever (Lynx), HP Omen and Turtle Beach.
Esports is exploding across the world and some of the biggest brands are getting in the game. Goldman Sachs estimated the value of esports to break $1 billion by 2020.
Earlier this year, NASCAR expanded its presence in esports, forming a youth esports racing series that it hopes will help train the next generation of passionate race car drivers. The company bills the series as the “first esports competition created to attract and identify young talent.”