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Physical events have gone out the window, and everyone is flocking to esports. It’s no wonder more non-endemic brands are jumping on the gaming bandwagon. The latest company to join the gaming world is Menulog, Australia’s favorite food delivery service. They’ve partnered up with ESL Australia for the Australian and New Zealand Championship.

“Natural fit”

Whilst restaurants might be seen as non-endemic brands, many see the link between gaming and food delivery “a natural fit.” Menulog believes this is another step to supporting the gaming and esports community. They have a number of exciting things in store for fans. Menulog Marketing Director Simon Cheng expressed his excitement in the official press release:

We’re excited to kick off our partnership with ESL, launching with the broadcasts of the ESL ANZ Champs over the coming months. We know esports is a real passion of so many of our customers and the broader community and so we’re proud to be able to support ESL and get behind this rapidly growing sport. Food and sport is a natural fit, even more so when you’re doing it from your own home! We’re encouraging all fans to keep their eyes peeled for Menulog in live streams and for some great incentives we have planned throughout the partnership.

ESL Australia Product Manager James Fletcher echoed these words:

This partnership is a natural fit for the ESL ANZ Champs – whenever our broadcast team needs lunch or dinner delivered, we’ve always chosen Menulog. We’re excited to deliver Australian esports fans some new segments in our broadcasts that showcase Menulog’s services, and look forward to seeing the response.

Competition underway

The competition for the ESL ANZ Championships is already underway. You can check out the weekly broadcast on the official Twitch channel. Menulog has really jumped on board the Twitch hype train too! The company has been offering viewers and chatters discount codes, special deals, and more. We’re sure to see more come from both Menulog and ESL over the coming weeks.

Menulog not the first

This is certainly not the first time a food vendor or restaurant has partnered for esports. In New Zealand, Uber Eats and Let’sPlay.Live teamed up for the LPL. KFC has been involved in the gaming world through their “performance burger,” Call of Duty tournament, and deals with RNG. Even Faker has his own ice cream!

Who do you think will be next?

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