G2, one of the world’s leading entertainment and esports brands, today announces McDonald’s Germany as the presenting partner of G2 NORD, its League of Legends academy team competing in the Prime League in Germany. As part of the partnership, McDonald’s Germany will also back the return of G2 Hel, the women’s League of Legends team, marking their commitment to developing diverse talent across G2’s roster and continuing the growth of women in esports.
The partnership is built around a shared belief: that competition goes beyond the result — it’s everything around it, from the entertainment and shared moments to the routines and rituals that bring people together. As presenting partner, McDonald’s Germany will not just feature with their logo and iconic claim “ich liebe es” (I’m lovin’ it) on G2 NORD and G2 Hel’s jerseys, but also with the collaboration being brought to life through player-focused storytelling, behind-the-scenes content, and a year-long series featuring team president Niklot “Tolkin” Stüber, offering fans a closer look at the team and the experiences around competition.
McDonald’s Germany joins G2 NORD as the team continues its rise 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 made it to the playoffs of their first EMEA Masters run, while providing new players with a pathway into top-level esports competition.
Alongside this, the support of McDonald’s Germany enables 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 will compete in the upcoming Game Changers circuit, reinforcing G2’s commitment to representation and development within League of Legends.
“This partnership goes beyond traditional sponsorship, it’s a shared commitment to pushing the boundaries of talent development and creating meaningful opportunities within the space,” said Alban Dechelotte, CEO of G2. “With McDonald’s Germany as the presenting partner of G2 NORD, we’re not only strengthening our competitive ecosystem in the region, but also reinforcing our belief in building a more inclusive future for esports. The revival of G2 Hel is a major step in that direction, and we’re proud to work with a partner that recognizes the importance of supporting women in esports and investing in long-term progress for the industry.”
Stijn Mentrop-Huliselan, CMO of McDonald’s Germany, emphasizes the importance of collaboration: “McDonald’s has always been about bringing people together. Gaming is one of the most vibrant topics out there today, uniting fans worldwide. So this partnership is a natural fit for us and is built on a simple belief: community first. We’re proud to support G2 Nord and to celebrate the return of G2 Hel – a strong signal for equity, visibility and inclusion in esports. This partnership truly reflects what we stand for as a brand, and offers our gamers community a great entertainment experience.”
Building on a decade of success, G2 sets the standard for innovative storytelling that blends esports, culture, and lifestyle. With over 30 million fans worldwide, the organization has expanded into creative ventures including its sell-out anime collaboration with Solo Leveling, its own webtoon Red Aura, and partnerships with fashion brands such as Ralph Lauren and Smiley. G2 has also stepped into traditional sports through Gerard Piqué’s Kings League, all driven by a mission to inspire the next generation of sports fans.
Together, McDonald’s Germany and G2’s collaboration reflects a shared commitment to nurturing emerging talent and expanding opportunities across the game, from academy development to the continued growth of women’s competition.
To mark the start of the collaboration, McDonald’s and G2 launched an announcement video featuring Jankos, Sola, Tolkin, Team Nord and Caltys. The video was produced inhouse by G2 and can be seen here.
On site, McDonald’s Germany and its lead agency Scholz & Friends supported in the making of and furthermore in the development and execution of the partnership