McDonald’s UK has launched its first activation in partnership with global esports organisation Fnatic, marking a strategic move into the gaming and digital entertainment space. The collaboration was launched through the “MAKE IT HOT” event, bringing together gamers, content creators, and fans for a night featuring Fnatic-branded gaming setups, exclusive merchandise, and a preview of upcoming content collaborations.
The partnership is set to run throughout the year, focusing on live events, creator-led content, and community engagement that targets both gaming audiences and food enthusiasts. Fnatic, a prominent name in competitive gaming, will lend its influence through pro players, digital creators, and its extensive fanbase.
According to McDonald’s UK & Ireland CMO Ben Fox, the collaboration is designed to “deliver experiences that bring people together over great food and gaming in an authentic way.”
Fnatic Founder Sam Mathews described the partnership as a shared commitment to “creating memorable, community-first experiences” and emphasised its focus on connecting people through culture and shared interests.
