Gfinity Partners with Domino's Pizza to Deliver Investment to Challenger and Elite Series - Dexerto

Gfinity Partners with Domino’s Pizza to Deliver Investment to Challenger and Elite Series

Published: 25/Jul/2018 16:10 Updated: 26/Jul/2018 12:08

by Calum Patterson


Leading UK esports tournament organizer and solutions provider, Gfinity, has penned a multi-year deal with Domino’s, becoming commercial partners for Gfinity’s Challenger and Elite Series competitions.

In a deal running until 2020, Domino’s will deliver ‘significant investment’ and in return will be featured throughout Gfinity broadcasts, including “bespoke content, broadcast and digital assets, player shirt sleeve branding, social media activations” and more.

Gfinity’s Challenger and Elite Series feature tournaments in FIFA, Rocket League and Street Fighter V, and Domino’s involvement signals their desire to tap into a booming sector of entertainment.

As Gfinity states, the global esports audience is estimated to reach 500 million by 2020, signalling “a fundamental shift in the way younger people spend their leisure time”, the perfect fit for a brand like Domino’s.

It is the second non-endemic partner which Gfinity has secured, the first being shower gel and deodorant brand Lynx in March 2018.

Garry Cook, Executive Chairman of Gfinity, explained that the deal with Domino’s proves the esports industry is becoming a main attraction for brands aiming to ‘connect’ with young consumers.

“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.”

In return, Domino’s will use it’s own reach as the leading Pizza restaurant chain, to bring in new fans to the esports world and Gfinity, specifically the Elite and Challenger series.

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.

Since its launch in 2017, the Gfinity Elite Series has become a go-to tournament for competitive gamers and brands based on the quality of the events and the huge fanbase that follows them. Esports is one of the fastest-growing entertainment sectors, with a global audience expected to reach almost 500 million by 2020. This forms part of a global c.2.2 billion community who play video games and a fundamental shift in the way younger people spend their leisure time.

Other partners of the Gfinity Elite and Challenger series include Lynx, Turtle Beach and HP Omen.

Source: Gfinity


Marvel reassembles with Team Liquid for esports apparel until 2022

Published: 23/Oct/2020 21:33

by Adam Fitch


Entertainment giant Marvel and Team Liquid have renewed their partnership and released a new collection to celebrate.

Over a year on from the initial announcement of Team Liquid helping Marvel enter the esports industry, the collaboration has now been extended for another year.

Now lasting through to 2022, the partnership’s renewal has been commemorated with the release of retro-themed hoodies, sweatpants, shorts, and t-shirts.

The collection features 8-bit interpretations of Captain America, Hulk, Iron Man, and Thor alongside Team Liquid branding. They collaborated with artist Pixel Jeff on the limited apparel range.

Marvel Team Liquid Retro Collection
Team Liquid
Marvel and Team Liquid have released a collection with retro designs.

Since entering the industry with Team Liquid in June 2019, Marvel have released a number of collaborative clothing lines with the org including both esports-focused designs and more casual, streetwear items.

It’s said that original content will be a component of the extended partnership, though no specific plans have been unveiled at the time of writing.

More co-branded merchandise and apparel will come from Team Liquid and Marvel. So far, they’ve used designs of The Avengers, Iron Man, Spider-Man, Captain America, Black Widow, X-Men, The Hulk, and Thor.

“We’re excited to continue our team-up with Marvel,” said Team Liquid owner Steve Arhancet. “Both of our brands are built around compelling narratives: heroes, rivalries, triumph and even, overcoming hardships. And, there’s so many more stories for us to tell together through custom apparel, original content and other fan offerings.”

Marvel, who are owned by The Walt Disney Company, also partnered with Australian organization The Chiefs in a two-year deal, which was announced in February this year.

The extension with Team Liquid shows that the company are serious about esports after successfully completing their first year in the industry, and that can only be a good sign for the future.