From hamburgers to video games: McDonald’s unveiled its FIFA 21 team

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The American company signed an agreement with the renowned Spanish outfit Movistar Riders.

The fast food chain McDonald’s made its official entry into the world of electronic sports, popularly known as esports, on Thursday with the launch of the new team McDonald’s Riders, who will compete in the soccer video game FIFA 21.

The company of American origin signed a three-year agreement with Movistar Riders, through which it becomes the principal sponsor of his esports team from the video game FIFA.

McDonald’s Riders, as the team will be called, will feature its two star players, Andoni and Zidane, and will have as sponsor the youtuber and content creator expert in esports Toniemcee.

Some of the competitions and events for the community will take place at the Movistar eSports Center, a high-performance center in Matadero (Madrid) where players have the means to develop their activity at the highest level.

For the development of the project, McDonald’s will have the collaboration of OMD, which will be in charge of leading the brand’s strategy in this territory, as well as the agencies TBWA Spain and True PR.

“We want to be next to a generation, the youngest, who at this time need to think positively and dream very high again. And we are sure that we have the right team to achieve it,” said Natalia Echeverria, Chief Marketing & Digital Officer McDonald’s Spain, in a statement.

“For us, this collaboration is much more than a sponsorship and is another step in our strategy to strengthen the eSports ecosystem by joining the leading brands in each sector,” said Fernando Piquer, CEO and founder of Movistar Riders.

On the other hand, FIFA 21 prepares this Thursday a series of shows with more than 40 global artists that appear on the official soundtrack, as part of the celebrations surrounding the premiere of the video game, which will be made official on October 6.

As revealed by EA Sports, producer of the virtual football video game, the event has stars of the caliber of Dua Lipa, Anitta, Tame Impala Y Diplo, among others, from 15 in Argentina on their official channels.


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