Starcraft II Events will be Sponsored by McDonald’s

McDonald’s is arguably the largest fast food restaurant chain in the world, with a globally identified logo and eaten food. The company knows a thing or two about how to sell its product, with 62 years of experience.  Recent decisions have reduced McDonald’s sponsorship with the Olympic Games to nothing, probably a $100 million for each cycle while at the same time, creating a similar agreement with Intel.

It’s fair to state that perhaps McDonald’s has recognised the growing interest in esports and the fading one in the Olympic Games. Maybe since the games are only once every four years for just a month, it didn’t return enough funds to make the deal sustainable; all thought and hypothesis. What we do know, is that the fast food chain will be the first company to support the Starcraft II World Championship Series with many activities, funds, content integration and I guess, some kick-ass food. This will be done only for the two Australian events; we know how much the Aussies love to go to mackies, colloquial term for McDonalds.  This isn’t the food chain’s first attempt at promoting esports however, with a humorously named McNip created in 2013 to support Counter Strike team Ninjas in Pyjamas.

Blizzard readily welcomed the offer, desperately needing to return Starcraft II to its original glory. There hasn’t been a public event in five years; it was dead for some time. Thanks to connections with ESL and You Know Media – an Australian media publisher.

“It’s a big step to support this growing sport and its huge local audience, which is hungry for brands to help take them to the next level. Credit should go to Blizzard who recognised the potential in a new partnership like this which grows the category and challenges how brand sponsorships can enhance and grow sports.”

– YKM CEO Ryan Cunnungham

A remastered version of Starcraft I is set to release this summer, which will further increase enthusiasm towards the title. With everything going for it, all Blizzard can do is mess it up, which is unlikely. Look out for the return of competitive Starcraft II after its extensive sleep.