GrubHub sponsored two esports teams -- TSM and Team Liquid -- in the inaugural Fortnite World Cup at Arthur Ashe Stadium in N.Y. this weekend, part of the company's "larger esports marketing strategy that includes integrations through Twitch," according to George Slefo of AD AGE. GrubHub VP/Brand Marketing Jessica Burns said that esports was a "perfect fit for the company because players are generally sitting at their computer either watching streams or practicing." Burns said, "They are sequestered, in a way, with their skills -- delivery is part of their lives. When you look at a game like Fortnite, they have so many players and the impression levels are through the roof." Slefo noted perks for team members "include free food when ordered on GrubHub." In addition, Burns said that GrubHub "provides promo codes for free delivery" in the esports community, which in turn "allows GrubHub to measure its sponsorships." Burns: "Conversions are important to us. We want to drive as many new diners to our app and push them further down the funnel." Burns said that GrubHub "first dipped its toe in the esports arena" in '18, and since then has "greatly increased its integrations." The company is also "working with YUM Brands" as well as Fortnite developer Epic Games for a "potential large-scale integration within the game in the near future." Meanwhile, Wix -- which provides tools to build websites and sell merchandise online -- had its logo "appear on [esports franchise] FaZe's official social media channels and live streams during the Fortnite World Cup" (ADAGE.com, 7/26).
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