KFC: esport's COVID Hero

Fast-food brand, KFC, gained the love and respect of eSports fans in China with its sponsorship of the League of Legend's Premier League tournament.

Campaign details

Brand: KFCBrand owner: Yum ChinaEntrant company: Mindshare China, ShanghaiMarket: ChinaSector: Restaurants & takeawaysMedia channels: Events & experiential, Online video, Packaging & design, Social media, Sponsorship - SportsBudget: No budget

Executive summary

League of Legends [LOL] is the world's most popular eSport's game. Due to the impact of Covid-19, their most-watched Premier League season had to be postponed. As a result, all of KFC's marketing/sponsorship investment in LOL was also frozen overnight.

When attempting to restart the game, the organisers faced numerous hurdles, such as player...

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