McDonald’s Germany has decided to end its partnership with the German Football Association to instead focus on increased sponsorship within esports.
The fast food brand will build upon its relationship with prominent esports brand ESL, whose headquarters are in Cologne, Germany. McDonald’s first partnered with ESL in January to sponsor the ESL Meisterschaft, which is the national championship in Germany for video games such as League of Legends, Counter-Strike, and FIFA. In those events, McDonald’s offered spectators the chance to order food directly into the venue.
“This step into eSport was absolutely the right one for us.