Based around a bespoke game prediction algorithm, KFC’s 2019 sponsorship of the Riot Games-operated League of Legends Pro League in China smashed the brand’s exposure and sales goals.

Cricket Australia is reported to have snubbed a sponsorship approach from fast food giant McDonald’s, worth upwards of A$10m (€6.05m/$7.12m) per year.

KFC responded to its ageing customer base and a well-publicised supply problem incident by setting up its own Call of Duty tournament, open to millions of everyday gamers.

Sevilla has renewed its long-running partnership with financial services company CaixaBank, while fellow Spanish LaLiga football club C.D

US fast-food chain KFC has agreed a deal to sponsor Ekstraklasa Games, the official esports competition of the top tier of Polish club football

Fast food restaurant chain KFC has entered into a partnership with the Caribbean Premier League Twenty20 cricket tournament