The German Football Association (DFB) and the renowned foodchain McDonald’s go their different routes following 15 years. As McDonald’s Germany declared on Friday, the year’s end lapsing contract isn’t renewed. Instead, they need to connect on esports.

“The decision for one is not necessarily the decision against the other, but reflects the general brand strategy to connect closer to the lives of teens and Twens,” said Philipp Wachholz, spokesman for McDonald’s Germany.

Football escort as an imperative segment

“The progression into eSport was completely ideal for us, and we see a huge increment in brand mindfulness among the focused on a group of onlookers,” said Wachholz.

A vital piece of the 2004 participation with the DFB was the supposed McDonald’s football escort. It permitted the support kids and youngsters, at universal matches with the national players to keep running into the stadium.