Case Study

ESPORTS PARTNERSHIP

PizzaHut

BIG

League of Legends and Trackmania Team Partner

BRAND INTRODUCTION

Pizza Hut is one of the world’s most recognised and iconic restaurant chains, known for its innovative approach to casual dining and commitment to delivering high-quality food experiences. With a history of engaging with communities and a strong presence in global markets, Pizza Hut continuously seeks new avenues to connect with emerging consumer segments.

SPONSORSHIP OBJECTIVES

Recognising the rapid growth of esports and the increasing influence of the gaming culture among younger audiences globally, but specifically in Germany, Pizza Hut aimed to establish a meaningful presence in this dynamic space.

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‍Pansports identified that BIG would provide a compelling and authentic platform to meet its objectives:

Increase Brand Awareness & Relevance in German Esports

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Leverage the growing influence of esports to strengthen Pizza Hut’s position among younger, gaming-savvy consumers

Develop Compelling and Authentic Social Media Content

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‍Utilize esports as a content-rich environment to create high-impact digital campaigns that resonate with fans and drive engagement

Bring Professional Gamers and Fans Closer Together

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Facilitate unique opportunities for interaction between professional esports players and their fans, fostering deeper connections and community engagement

PANSPORTS SERVICES

Strategic Target Definition

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Analysed the German esports landscape, audience behaviour, and key engagement drivers to identify the most suitable entry point for Pizza Hut

Rights & Assets Identification‍

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Identified valuable sponsorship assets within BIG Esports, including digital branding opportunities, event activations, social media integration, and fan engagement initiatives

Negotiation & Procurement‍

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Facilitated discussions and structured a partnership agreement that maximised value for Pizza Hut while ensuring an authentic and seamless integration into the esports ecosystem

SPONSORSHIP OUTCOME

A Game-Changing Collaboration

Deep Integration into BIG’s Digital Ecosystem‍

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As BIG’s official pizza partner, Pizza Hut maintains a strong presence across the organization’s digital platforms, ensuring consistent brand visibility within the esports community

Engaging Fan Experiences on Twitch‍

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Pizza Hut was seamlessly incorporated into BIG’s Twitch broadcasts, with animated branding appearing during live player streams, enhancing brand recognition in an authentic gaming environment

Activations that Excited Fans‍

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The partnership facilitated direct engagement between fans and atheletes through Pizza Hut-themed gaming sessions, creating memorable and interactive brand touchpoints

‍Giveaways and Raffles‍

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Pizza Hut sponsors competitions, rewarding fans with exclusive prizes and reinforcing brand affinity among the esports audience

Promotion of Pizza Hut Melts‍

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Special emphasis was placed on the launch of a new product series, Pizza Hut Melts, increasing product awareness and trials among esports enthusiasts

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