The Chiefs Esports Clubs (The Chiefs), arguably the biggest esports club from in Australia and New Zealand with teams participating in League of Legends, Valorant, Rainbow Six Siege and Halo Infinite, has formed a partnership with fast food brand McDonald’s Australia (Macca’s).
The Chiefs Secure Another Partnership
The Chiefs have been busy partnering with some household brands in the recent past with McDonald’s joining the likes of Westfield, Energizer, AndaSeat and L’Oréal Paris. The Chiefs had also partnered with Telecom company, Optus, a while back and extended that partnership last season. They also partnered with JLINGZ esports, owned by former Manchester United footballer, Jesse Lingard, last season. There’s a case to be made that none of the other brands are as recognizable as McDonald’s.
McDonald’s seems to have spotted an opportunity within the esports industry, having recently hosted a series of FIFA 22 tournaments in the Middle East and North Africa (MENA). This should be a mutually beneficial partnership.
The partnership between the two will oversee the launch of educational live streams featuring featuring League of Legends streamer Drew ‘Midbeast’ Timbs, LCO interviewer Athena ‘kiittwy’ Jiang, Chiefs’ Aiden ‘Ayekay’ Hiko and former rugby league footballer Alex Glen.
The Chiefs CEO, Nick Bobir, has been keen to use the club for educational purposes. He had this say when the club partnered with Bond University:
“It’s important for us to look to grow the next group of gamers and provide pathways but there’s also the research aspect. We are looking forward to working closely with the team at Bond and really diving deep into gamers in general, potentially looking at things like nutrition and psychology.”
Tune In to Win Prizes!
Fans who tune in to these streams will stand a chance of winning McDonald’s and The Chiefs merchandise. Additionally, the streams will also include tour of The Chiefs Country Club. The Chiefs have worked with McDonald’s before and there’s no reason to believe that this won’t be a fruitful partnership.
Nick Bobir also had this to say on the new partnership with McDonald’s:
“We worked with Macca’s earlier in the year on their first stream week, so we are super excited to be back working with such a legendary partner again. Plus, having the opportunity to bring incredible talent like Kitty and Midbeast together and have them streaming live from the house is an awesome opportunity. I’m excited to see how they stack up against our League of Legends roster.”
The Chiefs, who really got their big break in 2015, have been the most dominant esports side since their rise in League of Legends Circuit Oceania (LCO) and it was only normal for them to expand into other ventures after all the success.
They led the league table in the 2022 League of Legends Circuit Oceania Split 2 with a flawless record of 21 wins and no losses and have got a bye to move straight to round 2 of the Split 2 playoffs. They are quite heavy favorites and there should be no concerns among The Chiefs’ fans that their performances in the esports industry is what’s powering these partnerships.
Brands like associating themselves with teams that are synonymous with winning and that’s why partnerships with the likes of McDonald’s are likely to continue going forward.