
European esports organisation GIANTX has announced a year-long partnership with frozen pizza brand Goodfella’s
As part of the deal, both companies will create gaming-focused content and run social media campaigns. In addition to this, fans can also look forward to regular giveaways throughout the year.
The collaboration will also see GIANTX’s UK content creator Ella ‘Tenshi’ Merry make an appearance in a Goodfella’s TV advertisement.
“We are delighted to welcome Goodfella’s to the GIANTX family!” said José Diaz, CEO of GIANTX. “We’ve always believed in creating experiences that resonate with our fans and Goodfella’s is the perfect partner to help us deliver just that.”
According to the organisation, the loyalty of gaming fans is a major contributing factor to this collaboration. The press release highlights that gaming video viewers are 53% more loyal than those of other popular genres like comedy, cooking, beauty and more on YouTube.
“By partnering with GIANTX, we’re excited to bring the Goodfella’s brand to the vibrant, dynamic and growing gaming audience and with the same energy and passion that fuels their gameplay,” said Mike Sowerby, Marketing Director at Birds Eye, Goodfella’s parent company. “Working with GIANTX is a huge step forward for us as we strive to reach more of the GenZ audience and drive awareness and love, of Goodfella’s across a hugely influential new channel.”
Fans can also expect to see GIANTX’s VALORANT player Tomás ‘Tomaszy’ Machado, LEC Head Coach André Guilhoto and Esports Manager Alex Hehn featured in content throughout the year.
GIANTX has joined forces with brands across different industries on many occasions. This includes a partnership with electronics industry giant Samsung for last year’s EGX Comic Con in London. The organisation’s current partnership portfolio includes the likes of EE, HSBC UK, Hot Wheels and PC Specialist, among others.