McDonald’s turning to eSports instead of football in Germany

Posted on: Nov 07, 2018 By smartlaunch in Uncategorized,

McDonald’s Germany has ended its partnership with the German Football Association (DFB), the country’s governing body for the sport. Instead, the fast food brand will expand its involvement in esports, and extend its current partnership with ESL through 2019.

In January of this year, it was announced that McDonald’s Germany would be the official partner for the ESL Meisterschaft, the company’s national championship in Germany for Counter-Strike: Global Offensive, League of Legends and FIFA. In addition, McDonald’s was a supplier for this year’s ESL One Hamburg event, alongside brands such as Pringles, SNIPES, and SAP. McDonald’s Germany will not renew its 15-year partnership with the German Football Association (DFB), but will continue to work with ESL during 2019.

The fact that McDonald’s is turning to esports rather than football in a country where football is a real institution with one of the best European leagues and a national team that has won four World Cups is a major change. This proves the impact of esports, which is becoming increasingly important and is attracting more and more brands like KFC, which sponsors the Spanish Heretics team. Germany is one of the largest esports nations in Europe. No wonder, the German Olympic federation has particular discussions on the subject.

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