McDonald's Germany ended its partnership with the German FA (DFB), according to Graham Ashton of THE ESPORTS OBSERVER. Instead, the fast food brand will "expand its involvement in esports" and extend its current partnership with ESL through '19. In January, it was announced that McDonald's Germany would be the official partner for the ESL Meisterschaft. In addition, McDonald's was a supplier for this year's ESL One Hamburg event, alongside brands such as Pringles, SNIPES and SAP. McDonald's is one of the highest-valued brands partnered with ESL One, alongside Intel and Mercedes-Benz -- "the latter of which will also part ways with the DFB as a general sponsor" from January. Furthermore, McDonald's named Hamburg agency Jung von Matt/SPORTS as its strategic partner moving forward. Toan Nguyen, chief strategist and partner at Jung von Matt/SPORTS, said that the agency will "extend McDonald's on-the-ground presence, while also investing more into digital and video content" (TEO, 11/2). FOX SPORTS' Kurt Lozano reported McDonald's Germany has a 15-year deal with the DFB that will expire at the end of this year. McDonald's Germany spokesperson Philipp Wachholz said, "This step into esport was absolutely the right one for us. We see a very significant increase in brand awareness among the targeted audience." McDonald's entry into the esports industry, "even if it may just be the company's country branches for now, is a sure sign of the rapid growth of esports in the mainstream." This will also "mark what could arguably be the first time that a major brand dropped a deal with a traditional sports entity in favor of one involved with esports" (FOX SPORTS, 11/3).
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