Burger KingxGen.G xLeague of Legends Poster | Credit: Burger King/Gen.G
Burger King & Gen.G Tease Partnership With League of Legends
Fast-food giant and South Korean team hint at collaboration targeting gaming fans as industry pursues mainstream brands
Highlights
- The fast-food giant, Burger King, teased a League of Legends collaboration with Gen.G, signaling its first major esports campaign in Asia.
- The campaign aligns with Gen.G’s brand expansion ahead of Worlds 2025, joining other global tie-ups like Samsung and Puma.
- This move reflects lifestyle brands' initiatives to leverage esports marketing to engage younger, digital-native audiences.
Global fast-food chain Burger King and South Korean esports organization Gen.G released a promotional video Thursday suggesting a partnership centered on the popular videogame League of Legends, the latest sign of competitive gaming's push into mainstream consumer marketing.
The 30-second Instagram teaser features Gen.G player Park "Ruler" Jae-hyuk and incorporates gaming terminology like "double kill" and "penta kill," references to eliminating multiple opponents in quick succession. The clip closes with "Gen.G's Have it your way," a play on Burger King's longtime slogan, though neither company disclosed financial terms or campaign specifics.
"Why has Gen.G Ruler, the master of penta kills, appeared at Burger King?" Park asks in the video.
The tie-up comes as Gen.G prepares for the 2025 League of Legends World Championship and adds to a roster of 11 brand partnerships the organization secured in 2024, including deals with Samsung and Puma. Last month, Gen.G announced a sponsorship with South Korean food company OTOKI.
Fast-Food Chains Target Esports Audiences as Gaming Viewership Grows
The esports industry has increasingly attracted advertisers beyond endemic gaming brands. League of Legends' 2025 championship season already features partnerships with Red Bull, Casio, Tiffany & Co. and Mercedes-Benz, reflecting efforts to position competitive gaming alongside traditional sports in advertiser portfolios.
Quick-service restaurant chains have shown particular interest in esports audiences. McDonald's and KFC have pursued similar strategies in regional markets, betting that gaming fans represent a valuable demographic for brands seeking younger consumers.
For Burger King, owned by Restaurant Brands International Inc., the partnership represents an entry into competitive gaming marketing as the company competes for market share in South Korea and other Asian markets where esports viewership is concentrated.
Gen.G's approach relies heavily on player personalities to anchor marketing campaigns, a strategy common in traditional sports but relatively nascent in esports. The organization has expanded its brand partnerships across Southeast Asia as it builds revenue streams beyond tournament winnings and league revenue sharing.
The partnership's timing, weeks before the world championship, suggests both companies aim to capitalize on peak viewer engagement during marquee tournaments, when gaming audiences mirror the concentrated attention of major sporting events.
Author
Kamalikaa Biswas is a content writer at Outlook Respawn specializing in pop culture. She holds a Master's in English Literature from University of Delhi and leverages her media industry experience to deliver insightful content on the latest youth culture trends.
