Sponsor Insights

QSR in Esports

As the momentum of Esports continues to snowball, Quick Serve Restaurants (QSR) are increasingly taking a bite of the action. 

More than 30 QSR brands–each with nearly 3 sponsorship deals on average within Esports–currently buy sponsorship/media within Esports, while 22% have 5 or more. The top-five brands ranked by number of deals are: 

  • McDonald’s
  • KFC
  • Chipotle
  • Jack-in-the-Box
  • Subway 

McDonald’s also ranks No. 1 in sponsorship growth, with more than 10 new deals with Esports properties, mainly teams and leagues, over the last 12 months. In June, multinational Esports organization Gen.G and McDonald’s renewed their McDonald’s Crew League partnership, designed to recruit and retain employees through gaming. 

Other recent link-ups include Chipotle’s April collaboration with gaming influencer Karl Jacobs, to promote the launch of its new pollo asado chicken menu item with a limited-time “Karl Jacobs Burrito.”  Papa John’s partnered with Esports tournament operator Beyond the Summit (BTS) in May to launch a Super Smash Bros-centered community campaign.

QSR brands and Esports organizations utilize social media posts in more than 85% of deals. Out of the top-five emerging assets, Twitter reigns supreme: images, videos, and text posts on the channel take the first, fourth, and fifth spots, respectively. 

In total, there are currently 1,100-plus branded posts across more than 130 deals; the most-engaged post, at more than 600K followers, was between Jacobs and Chipotle. Engagement totals more than 3.5 million across all social posts, with the average engagement per deal just north of 28K. 

Frozen Treat Brand Lineup

What better season than summer for frozen treats? The industry is also feeling those warm-weather vibes: of the more than 60 brands overall buying sponsorship or media during the last year in the QSR – Ice Cream & Yogurt category, the top 3 brands ranked by sponsorship or media deals  are Dairy Queen (200+), Kona Ice (50+), and Tropical Smoothie Cafe (35+). 

Minor League Baseball is a huge target market for these three brands. Kona Ice leads with 46% of all its deals within MiLB, followed by Dairy Queen at 35%, and Tropical Smoothie Cafe at 11% within the league. 

Dairy Queen became the Official Treat & Burger of Major League Baseball this season. The perennial fan favorite has had projected signage in the lower bowl, as well as multiple tags by MLB social media profiles across platforms. When someone hits a Grand Slam during the season Dairy Queen will be tagged on social media by the MLB as they are the sponsor of all Grand Slams this year.

Baseball is big business for Dairy Queen: 62% of its deals are within the baseball industry, across the MLB and its athletes, the MiLB, collegiate baseball, and independent baseball leagues.

Meanwhile, Kona Ice has a vendor relationship within 49% of its overall deals. The brand’s penchant for targeting amateur sports is clear: 34% of Kona’s total deals are within the Power 5 Collegiate conferences or MiLB. The NFL, where Kona is a vendor for five teams, ranks second, with 9% of its total deals. While headquartered in Kentucky, the brand’s top market by number of deals is Indianapolis, where Kona’s vendor relationship with five properties includes the Indiana Pacers.

Rounding out the top 3, Tropical Smoothie Cafe takes aim at collegiate sports, with 32% of all deals within the category, and Division 1 bowl games/tournaments their prime prospects. Since 2019, Tropical Smoothie has been an exclusive title sponsor of the Frisco Bowl, a Division 1 college football game in Frisco, Texas, which was renamed the Tropical Smoothie Cafe Frisco Bowl.