Gfinity fattens up with big Domino's e-sports deal

The deal will see Domino’s become presenting partner of the Gfinity Challenger and Elite Series UK, granting exclusivity within the quick service restaurant sector and an in-show presence throughout the 80 hours of live FIFA, Rocket League and Street Fighter V broadcasts after making “significant investment” into the series.

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."

The takeaway chain will promote and share the Gfinity Challenger and Elite Series UK plus the player stories that emerge through its extensive channels.

Gfinity's Esports Arena at Fulham Broadway, London showcases regular tournaments across the full range of competitive games and the company has staged premium esports events around the globe.

As a presenting partner Domino’s will receive bespoke content, broadcast and digital assets, player shirt sleeve branding, social media activations, customer relationship management, ticketing and hospitality.

"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," said Cook.

Gfinity’s shares were up 6.06% at 13.12p at 1245 BST.