Esports event production and infrastructure company eFuse has announced a collaboration with North American fast food chain Whataburger.
As a result of the deal, the two parties have created a custom map in Fortnite in addition to hosting an esports tournament.
The partnership aims to highlight the launch of Whataburger‘s coffee products which were released in May. The custom Fortnite map created by eFuse and Whataburger features the restaurant chain’s mascot and other items of food that appear as in-game items for players to use during matches.
In addition to the release of the themed map, eFuse will operate a Fortnite tournament starting with open qualifiers on July 17th. The top four teams from the qualifiers will secure a place in the main event taking place on July 22nd. According to a release, the main event will feature ‘popular Fortnite creators’ alongside a $25,000 (~£19,500) prize pool.
eFuse is no stranger to operating esports tournaments in North America. In April 2024, it partnered with the National Esports Collegiate Conference (NECC) to deliver more opportunities for students to compete in competitions.
For Whataburger, the collaboration marks its first foray into the esports industry. The chain joins the likes of Chipotle, Panda Express and other restaurants that have embarked on esports projects in recent years.
Daniel Intrater, Vice President of Partnerships at eFuse, spoke on the deal: “We’re thrilled to help bring Whataburger into the gaming space through an immersive partnership that scales beyond just a traditional gaming tournament.
“Together, we’re bringing the biggest names in Fortnite to compete and elevate this partnership, offering gamers an unforgettable blend of their favourite game and iconic Whataburger lore.”
