The ESL has officially partnered with McDonald’s Germany. This deal will only affect the German ESL Meisterschaft, a German league system where the best German, Austrian and Swiss teams and players in League of Legends, Counter-Strike: Global Offensive and FIFA 18 can compete against one another.
On top of banner and logo advertisements, McDonald’s will also be present at the Gamescom 2018, where the deciding Playoffs matches in these respective titles will be played. Additionally, McDonald’s has promised to do raffles and contests so viewers would be able to win fast food-related prizes.
— McDonald's DE News (@McDonaldsDENews) January 25, 2018
“Esports has taken a fantastic development – now’s the perfect time to enter the market” according to Philipp Wachholz, Director Corporate Affairs, McDonald‘s Germany. “We’re looking at completely new ways to get in contact with a relevant target audience.”
McDonald’s isn’t the first non-endemic brand to sponsor esports content: Mercedes Benz previously sponsored the ESL Major in Hamburg.