Gfinity plc (AIM: GFIN), a world leading eSports solutions provider, today announces a multi-season agreement with Domino’s to become Presenting Partner of the Gfinity Challenger and Elite Series UK. The significant investment into the Gfinity Challenger and Elite Series UK enables Domino’s to connect and engage within one of the fastest-growing entertainment sectors and target the young adult demographic that consumes gaming and eSports content daily via digital platforms.

The partnership, which runs until December 2020, represents the biggest commercial deal in the Company’s history and is further evidence of the world’s leading brands being attracted to both eSports and Gfinity, with previous partners including Unilever (Lynx), HP Omen and Turtle Beach.

The agreement secures Domino’s exclusivity within the quick service restaurant sector and an in-show presence throughout the 80 hours of live FIFA, Rocket League and Street Fighter V broadcasts. In addition, Domino’s will receive bespoke content, broadcast and digital assets, player shirt sleeve branding, social media activations, customer relationship management, ticketing and hospitality. Domino’s will also use its extensive channels to promote both the Gfinity Challenger and Elite Series UK plus the player stories that emerge and share them with its loyal consumer base.

Since its launch in 2017, the Gfinity Elite Series has become a go-to tournament for competitive gamers and brands based on the quality of the events and the huge fanbase that follows them. ESports is one of the fastest-growing entertainment sectors, with a global audience expected to reach almost 500 million by 2020. This forms part of a global c.2.2 billion community who play video games and a fundamental shift in the way younger people spend their leisure time.

Garry Cook, Executive Chairman of Gfinity, said: “We are delighted to have entered into a multi-year strategic partnership with Domino’s. It is a testament to the continued growth of eSports and the quality of the Gfinity Elite Series.

“ESports has become the entertainment of choice for brands looking to connect with young adult consumers. It is exciting, it is growing and it is full of opportunity. We look forward to working with Domino’s to create new and innovative ways to bring even more excitement and interest in the Elite Series.”