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(AsiaGameHub) –   G2, a premier global entertainment and esports organization, announced today that McDonald’s Germany will serve as the presenting partner for G2 NORD, its League of Legends academy team competing in Germany’s Prime League. As part of this alliance, McDonald’s Germany will also back the re-launch of G2 Hel, the women’s League of Legends team, underscoring their dedication to cultivating diverse talent across G2’s roster and fostering the continued growth of women in esports.

The collaboration is founded on a shared principle: that competition extends beyond mere outcomes, encompassing everything surrounding it—from the entertainment and shared experiences to the routines and rituals that unite people. As the presenting partner, McDonald’s Germany will not only feature its logo and iconic slogan “ich liebe es” (I’m lovin’ it) on the jerseys of G2 NORD and G2 Hel, but the partnership will also be brought to life through player-centric narratives, exclusive behind-the-scenes content, and a year-long series featuring team president Niklot “Tolkin” Stüber, offering fans an intimate look at the team and the experiences surrounding competitive play.

McDonald’s Germany joins G2 NORD as the team continues its upward trajectory in Germany’s Prime League. Formed earlier this year through a collaboration between G2 and NORD Esports, the team has already secured a first-place finish in the Prime League Winter Snowdown and advanced to the playoffs in their inaugural EMEA Masters run, while simultaneously providing new players with a pathway into elite esports competition.

Concurrently, the support from McDonald’s Germany facilitates the return of G2 Hel, marking the next chapter for one of EMEA’s most successful women’s League of Legends teams. Backed by McDonald’s Germany, the team is set to compete in the upcoming Game Changers circuit, thereby reinforcing G2’s commitment to representation and development within League of Legends.

“This partnership transcends traditional sponsorship; it represents a mutual dedication to advancing the frontiers of talent development and generating meaningful opportunities within the sector,” stated Alban Dechelotte, CEO of G2. “With McDonald’s Germany as the presenting partner of G2 NORD, we are not only strengthening our competitive ecosystem in the region but also reinforcing our belief in cultivating a more inclusive future for esports. The revival of G2 Hel is a significant stride in that direction, and we are proud to collaborate with a partner that recognizes the importance of empowering women in esports and investing in the industry’s long-term progress.”

Stijn Mentrop-Huliselan, CMO of McDonald’s Germany, emphasized the importance of this collaboration: “McDonald’s has always been about bringing people together. Gaming stands as one of today’s most vibrant topics, uniting fans worldwide. Therefore, this partnership is a natural fit for us and is built on a simple belief: community first. We are proud to support G2 Nord and to celebrate the return of G2 Hel – a powerful statement for equity, visibility, and inclusion in esports. This partnership truly embodies what we stand for as a brand and offers our gaming community a fantastic entertainment experience.”

Building on a decade of accomplishments, G2 sets the benchmark for innovative storytelling that integrates esports, culture, and lifestyle. With over 30 million fans globally, the organization has expanded into creative ventures including its sold-out anime collaboration with Solo Leveling, its proprietary webtoon Red Aura, and partnerships with fashion brands such as Ralph Lauren and Smiley. G2 has also ventured into traditional sports through Gerard Piqué’s Kings League, all driven by a mission to inspire the next generation of sports enthusiasts.

Together, the collaboration between McDonald’s Germany and G2 reflects a shared commitment to nurturing emerging talent and expanding opportunities across the game, from academy development to the ongoing growth of women’s competition.

To inaugurate the collaboration, McDonald’s and G2 launched an announcement video featuring Jankos, Sola, Tolkin, Team Nord, and Caltys. G2’s in-house team produced the video, which can be viewed here.

On site, McDonald’s Germany and its lead agency Scholz & Friends provided support for the creation and subsequent execution of the partnership.