Dominos partners esports tournament organisers

UK-based esports tournament organisers, Gfinity has signed a major multi-year deal with Domino's, and represents the largest commercial deal in the company's history.

The deal, which will run until 2020, will see the pizza chain become the 'Presenting Partner' for both the Elite Series and Challenger Series.

Domino's will have an in-show presence throughout the 80 hours of live FIFA, Rocket League and Street Fighter V broadcasts, and it will receive bespoke content, broadcast and digital assets, player shirt sleeve branding, social media activations, customer relationship management, ticketing and hospitality.

For Gfinity, the deal secures exclusivity within the quick service restaurant sector, and Domino's will use its social reach to promote both the Gfinity Challenger and Elite Series UK.

Garry Cook, Executive Chairman of Gfinity, said, “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.'