McDonald’s and G2 Esports Partner to Support Women and Emerging Talent
Germany.- 13 October 2026 | www.zonadeazar.com McDonald’s Germany and G2 Esports have established a strategic partnership aimed at supporting emerging talent and strengthening women’s participation in competitive gaming.
Originally announced on 19 May 2026, the agreement names McDonald’s Germany as the presenting partner of G2 NORD, the organisation’s League of Legends academy team.
The collaboration also supports the return of G2 Hel, G2’s women’s League of Legends team, with the objective of expanding competitive opportunities for women across the esports industry.
McDonald’s Becomes G2 NORD Presenting Partner
Under the agreement, McDonald’s Germany has become the Presenting Partner of G2 NORD, one of G2 Esports’ talent development initiatives.
The team competes in Germany’s Prime League, a major competitive structure for League of Legends.
The partnership aims to support the development of emerging players and facilitate their progression towards the highest levels of professional esports.
Return of G2 Hel
One of the central announcements of the partnership is the return of G2 Hel, the organisation’s women’s League of Legends team.
G2 Hel is recognised as one of the most successful women’s teams in the EMEA region, covering Europe, the Middle East and Africa.
McDonald’s Germany’s support will enable a new competitive chapter for the team, strengthening G2’s commitment to greater female representation.
Game Changers Participation
G2 Hel is scheduled to compete in the Game Changers circuit, an initiative designed to expand competitive and development opportunities for women in esports.
Participation in the circuit forms a central element of the team’s renewed competitive strategy.
The objective is to provide greater visibility for female players and contribute to the development of a more inclusive competitive ecosystem.
Developing Emerging Talent
The partnership also focuses on strengthening pathways for aspiring professional players.
G2 NORD was established in early 2026 through a collaboration between G2 Esports and NORD Esports.
The initiative provides emerging players with a competitive platform and opportunities to develop their experience in high-level tournaments.
This approach is designed to create a progression pathway between regional competitions and major international events.
G2 NORD’s Early Competitive Success
Since its formation, G2 NORD has achieved notable results in Germany’s competitive League of Legends scene.
Its achievements include:
- First place in the Prime League Winter Snowdown.
- Qualification for the playoffs during its first EMEA Masters appearance.
- The development of a competitive structure focused on emerging players.
These results have helped establish the team as a relevant platform for professional talent development.
McDonald’s Branding on Team Jerseys
The agreement includes the integration of McDonald’s Germany’s branding into the official jerseys worn by G2 NORD and G2 Hel.
The company’s identity will appear alongside its well-known German slogan “ich liebe es”, meaning “I’m lovin’ it”.
The branding arrangement forms part of a broader collaboration involving audiovisual content, fan experiences and player-focused activities.
Exclusive Content and Fan Experiences
The partnership includes the development of several entertainment formats designed to bring supporters closer to the teams.
Planned initiatives include:
- Content highlighting players’ personal stories.
- Behind-the-scenes footage.
- Productions exploring competitive preparation and experiences.
- Community-focused esports activities.
- A year-long entertainment content series.
The strategy aims to strengthen engagement between both brands and their respective communities.
Series Featuring Niklot “Tolkin” Stüber
One of the main projects is a year-long series featuring Niklot “Tolkin” Stüber, president of G2 NORD.
The production will explore different aspects of the team’s activities, its players and the experiences surrounding professional competition.
The initiative forms part of a communications strategy focused on presenting the human side of esports beyond tournament results.
Statements From Alban Dechelotte
Alban Dechelotte, CEO of G2 Esports, highlighted that the collaboration with McDonald’s Germany goes beyond the traditional sponsorship model.
He explained that the partnership focuses on talent development and the creation of meaningful opportunities within the industry.
Dechelotte also described the return of G2 Hel as an important step towards strengthening women’s participation in competitive gaming.
He emphasised that working with a company committed to long-term esports development helps reinforce a more diverse competitive ecosystem.
Statements From Stijn Mentrop-Huliselan
Stijn Mentrop-Huliselan, Chief Marketing Officer of McDonald’s Germany, highlighted gaming’s ability to connect communities around the world.
He explained that the company views gaming and esports as important areas of entertainment and collective engagement.
The executive also emphasised the concept of “Community First”, placing communities at the centre of the partnership’s strategy.
Mentrop-Huliselan highlighted McDonald’s support for G2 NORD and the return of G2 Hel as initiatives designed to promote equality of opportunity and greater visibility for women in esports.
Audiovisual Campaign Launch
To announce the partnership, McDonald’s Germany and G2 Esports developed a promotional video featuring several personalities associated with the organisation.
The production included:
- Jankos.
- Sola.
- Tolkin.
- Members of G2 NORD.
- Caltys.
The video was produced internally by G2 and forms part of the partnership’s broader communications strategy.
Scholz & Friends Supports the Partnership
Scholz & Friends, McDonald’s Germany’s lead communications agency, supported the development and execution of the partnership.
Its involvement included assistance with the production and coordination of commercial initiatives.
The agency’s participation aims to integrate the collaboration into McDonald’s wider German marketing and entertainment strategy.
G2 Reaches More Than 30 Million Fans
G2 Esports has an international community of more than 30 million fans, according to figures shared by the organisation when announcing the partnership.
Throughout its development, G2 has expanded beyond professional esports competitions into projects involving entertainment, culture and fashion.
Its initiatives include collaborations with:
- Solo Leveling, through an anime-inspired collection.
- Ralph Lauren, within the fashion sector.
- Smiley, through commercial collaborations.
- Kings League, the football competition associated with Gerard Piqué.
The organisation has also developed its own webtoon, Red Aura.
Connecting Gaming and Entertainment
The partnership reflects growing interest among major consumer brands in connecting with gaming communities.
Esports provide commercial opportunities combining competitions, content creators, branded products and digital entertainment experiences.
For McDonald’s Germany, the agreement offers an opportunity to strengthen its presence among an international community of gaming fans.
For G2, it provides additional commercial support for its competitive and talent development projects.
Increasing Visibility for Women in Esports
The return of G2 Hel represents one of the partnership’s most important developments.
Female participation in esports remains an area of development for organisations, sponsors and competitive circuits.
Support from an international brand such as McDonald’s can help increase player visibility and strengthen professional development opportunities.
The agreement also demonstrates how commercial sponsorships can contribute to both brand positioning and the development of specific competitive structures.
Next Steps and Impact
The partnership between McDonald’s Germany and G2 Esports combines commercial sponsorship, talent development and the promotion of women’s participation in competitive gaming.
Support for G2 NORD will help strengthen player development structures, while the return of G2 Hel expands opportunities for women within the League of Legends competitive ecosystem.
Audiovisual campaigns and fan-focused initiatives will also allow the partnership to develop beyond tournament competition.
Over the longer term, the agreement could provide a reference point for other brands interested in supporting esports projects that combine entertainment, community engagement and professional development opportunities.
Editó: @fonta
