McDonald’s Germany backs return of G2 Hel with G2 NORD

McDonald’s Germany has signed on as the presenting partner of G2 NORD’s Prime League academy roster and will fund the competitive return of G2 Hel, G2 Esports’ women’s League of Legends team, ahead of the Game Changers circuit.

Under the agreement, the McDonald’s Germany logo and the brand’s “ich liebe es” tagline will appear on jerseys for both G2 NORD and G2 Hel. The deal covers on-site support from McDonald’s Germany and its lead agency, Scholz & Friends, plus a docuseries and lifestyle content focused on player development and daily team life.

G2 NORD is the joint venture between G2 Esports and NORD Esports that fields an academy roster in the DACH Prime League. The organization finished first at the Prime League Winter Snowdown earlier this season and qualified for the EMEA Masters playoffs.

Funding from McDonald’s Germany will directly support rebuilding G2 Hel and registering a women’s roster for domestic and regional competition. G2 Hel’s schedule will follow the Game Changers calendar once roster selection and registration requirements are complete.

The content plan includes behind-the-scenes programming and features led by Niklot “Tolkin” Stüber, president of G2 NORD. Material will run across G2 and McDonald’s channels and aim to highlight player progression and team routines.

Stijn Mentrop-Huliselan, CMO of McDonald’s Germany, described the partnership as built on a belief in community and noted the brand’s interest in connecting with gaming audiences through local activations and content.

Alban Dechelotte, CEO of G2 Esports, described the agreement as a shared commitment to talent development and inclusion, and said the sponsorship enables G2 to field a dedicated women’s roster for the Game Changers competition.

G2 NORD launched earlier this year and the sponsorship will support its academy operations in the DACH region while enabling G2 Esports to expand its women’s competitive program ahead of upcoming Game Changers events.