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Gfinity ties up record Domino’s deal

Esports company Gfinity has entered into a multi-season partnership with restaurant chain and pizza delivery company Domino’s.

The deal names Domino’s as the presenting partner of the Gfinity Challenger and Elite Series UK events.

Financial terms of the agreement were not disclosed but London-based Gfinity said that Domino’s will provide “significant investment”, with the deal representing the biggest in the company’s history. The partnership runs until December 2020.

Domino’s will be granted exclusivity within the quick service restaurant sector, along with an in-show presence throughout the 80 hours of live action across titles such as Fifa, Rocket League and Street Fighter V.

Domino’s will also benefit from bespoke content, broadcast and digital assets, player shirt sleeve branding, social media activations, customer relationship management, ticketing and hospitality. The company will also promote the Gfinity Challenger and Elite Series UK among its customer base.