Global fast-food chain Burger King and South Korean esports organisation Gen.G have announced an upcoming partnership, teased through a promotional video that hints at a League of Legends (LoL) themed campaign.
The collaboration was revealed via an Instagram post bearing the logos of both entities under the heading “A special meeting between Burger King and Gen.G.” The teaser employs distinctive LoL terminology, stating: “Double kill! Triple kill! Quadra kill! And Penta…?”
The promotional material prominently features Gen.G’s star League of Legends player, Park “Ruler” Jae-hyuk, posing a direct question to fans: “Why has Gen.G Ruler, the master of Penta kills, appeared at Burger King?”
No specific details regarding the nature of the partnership were disclosed. The teaser concludes with the phrase “Gen.G’s Have it your way” – a clear reference to Burger King’s global slogan – and the words “Coming Soon.”
The announcement confirms a commercial alignment between the two brands but leaves the exact format, duration, and product offerings of the collaboration to be clarified in a future, full announcement. The Esports Radar will continue to monitor developments.
This development forms part of a period of significant commercial activity for Gen.G, whose LoL squad is slated to compete at the 2025 League of Legends World Championship. Further building its brand portfolio ahead of the tournament, the organisation has also recently announced a separate new partnership with OTOKI, one of South Korea’s most traditional food companies.
