Gfinity and Domino’s today announced a partnership that see the pizza delivery firm taking the role of presenting partner for Gfinity’s Challenger and Elite Series in the UK until December 2020.
It’s the biggest commercial deal in Gfinity’s history, and secures exclusivity within the "quick service restaurant sector" while giving it an in-show presence throughout the tournament, which should provide them with a path to reach the young adult demographic that esports has captured. This will take the form of bespoke content, digital and broadcast assets, social media activations and even player shirt-sleeve branding.
On the flipside, Domino’s will use their social reach to promote both the Gfinity Challenger and Elite Series UK but also the player stories that emerge, something that Gfinity has previously emphasised, saying they want to lionise homegrown players in the future.
Garry Cook, Executive Chairman of Gfinity, said in a press release: “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.”