G2 Esports has announced a major partnership with McDonald’s Germany, naming the fast-food corporation as the official presenting partner of G2 NORD—the organisation’s League of Legends (LoL) academy roster competing in the DACH region’s Prime League. Crucially, the agreement will directly finance and enable the competitive return of G2 Hel, G2’s women’s League of Legends roster, ahead of the upcoming Game Changers circuit.

The partnership features prominent jersey integration, with the iconic “ich liebe es” (I’m lovin’ it) tagline appearing on both teams’ uniforms, alongside extensive lifestyle storytelling, behind-the-scenes docuseries content, and features led by G2 NORD President Niklot “Tolkin” Stüber.

G2 NORD, established earlier this year through a strategic venture between G2 and NORD Esports, has rapidly scaled the domestic ladder, capturing a first-place finish at the Prime League Winter Snowdown and securing an EMEA Masters playoff run. Meanwhile, the revival of G2 Hel marks a major boost for the European women’s League of Legends ecosystem.

Supported on-site by McDonald’s Germany and its lead agency Scholz & Friends, the activation aims to emphasize talent development, representation, and inclusion across the region.

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“McDonald’s has always been about bringing people together. Gaming is one of the most vibrant topics out there today, uniting fans worldwide. So this partnership is a natural fit for us and is built on a simple belief: community first,” said Stijn Mentrop-Huliselan, CMO of McDonald’s Germany. “This partnership truly reflects what we stand for as a brand, and offers our gamers community a great entertainment experience.”

“This partnership goes beyond traditional sponsorship, it’s a shared commitment to pushing the boundaries of talent development and creating meaningful opportunities within the space,” added Alban Dechelotte, CEO of G2 Esports. “With McDonald’s Germany as the presenting partner of G2 NORD, we’re not only strengthening our competitive ecosystem in the region, but also reinforcing our belief in building a more inclusive future for esports. The revival of G2 Hel is a major step in that direction.”

This development highlights a broader, still developing trend observed throughout the mid-2026 cycle: top-tier non-endemic brands tapping into backing female competitive initiatives. The McDonald’s support to G2 Hel follows the L’Oréal Paris’ targeted activation with FURIA and the BPI Bank women’s EA FC tournament with the football federation in Portugal.

Even though this is a deal by McDonald’s Germany specifically, the fast-food brand has progressively anchored itself within the world’s most recognizable competitive gaming brands in different territories. In the UK, McDonald’s executed a series of campaigns in partnership with Fnatic in 2025. Concurrently, in North America, McDonald’s has maintained a long-standing relationship with Gen.G.

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