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.