North American esports organisation NRG has announced a Rocket League-focused partnership with American restaurant chain Panda Express.
As a result of the deal, the two parties will collaborate on several activations ranging from giveaways to brand integration across social media channels.
The partnership marks Panda Express’ first foray into the esports space. Joining forces with NRG will see the restaurant chain integrate into the organisation’s ‘Mission Control’ broadcast show through on-air meals and exclusive content playing during breaks.
In addition, each Mission Control broadcast will begin with a new segment known as the Panda Express Pre Game where commentators will analyse Rocket League Championship Series (RLCS) matches while eating meals provided by the chain.
Alongside brand integration, NRG and Panda Express will create ‘multiple original content pieces’ involving NRG’s Rocket League roster and content creators that will appear on the organisation’s TikTok platform.
NRG’s partnership with Panda Express is the first deal of 2024 for the organisation, taking its total number of partners to 12. The restaurant chain joins the likes of KIA America, auto retailer Carvana, and gaming chair brand DXRacer.
Hauk Nelson, Director of Business Development at NRG, spoke on the deal: “NRG has always been at the forefront of innovation in the esports industry, and our collaboration with Panda Express marks a monumental leap forward.
“Together with Panda Express, we’re setting the stage for a whole new kind of engagement, where the thrill of gaming meets the joy of great food. We’re thrilled to integrate Panda Express into the NRG family and can’t wait to see the energy and enthusiasm this partnership will bring to our Rocket League and broader esports initiatives.”
