Gen.G Esports expands partnership with McDonald's

North American esports organization Gen.G Esports has announced the renewal of its partnership with fast food restaurant chain McDonald's. As part of a new deal, the brand's employee-only franchised esports competition Crew League will resume in Southern California, with expansion to the Pacific Northwest.

The league is part of McDonald's goal to improve the quality of service for its employees. The initiative is said to help recruit and retain team members through games. Crew League's expansion into a fourth US region builds on its success in pilot regions, also run by Gen.G Esports, which involved hundreds of McDonald's employees.

Patricia Chambers, Advertising Agency Partner in Crew League Regions: "Active co-op owners/operators take pride in offering their employees a unique experience that allows them to feel valued as members of the wider community. We are delighted to continue our partnership with such a prestigious organization, as Gen.G Esports and look forward to once again creating a great competitive experience for our valued crew members and managers."

Crew League isn't the only esports partnership the fast food chain has seen over the past year. Recently, McDonald's has signed an agreement with gaming tournament and training platform Nicecactus to host FIFA 22 tournaments. In addition, the brand has partnered with FaZe Clan.

Crew League was first created in 2021. Regional leagues begin with staff voting on the game they want to play, followed by a series of games. Members of the winning team can receive a commemorative plaque at the franchise location and an exclusive belt. Other prizes include game consoles, Amazon gift cards, and t-shirts.