As reported by the Esports Observer, Kentucky Fried Chicken has signed a one-year sponsorship deal with Chinese League of Legends team Royal Never Give Up (RNG). The agreement entails KFC logos to be placed on team jerseys and the RNG-owned Beijing Arena. The restaurant chain also plans to provide RNG exclusive products, such as toys and meals.
The arrangement comes as part of KFC’s plans to cater to a younger audience in China, which also include the opening of KPRO - an experimental outlet, offering customers quinoa salads, salmon sandwiches, and fresh fruit juice. KFC is reportedly the leading fast food chain in China, with an 11.6% market share in the country’s restaurant industry.
The deal with RNG isn’t KFC’s first foray into Chinese eSports - the brand has partnered with Riot Games in the past, providing League of Legends-themed meals, TV spots as well as an in-game button to allow players to order food while they play.
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