Esports tournament operator Beyond the Summit (BTS) has entered a partnership with pizza restaurant chain Papa John’s.
The year-long deal will see both parties collaborate on a Super Smash Bros-focused community campaign.
Image credit: Andrew Zhou
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Activations include creating a content series focused on local Smash communities as well as creating commercials that appeal to fans and other gaming communities. In addition, the two parties aim to unify 12 major Smash tournaments, hosted by nine different tournament organisers, under the Papa John’s banner.
Alongside a unified Smash tournament circuit, BTS and Papa John’s will build a ‘pathway to pro’, providing aspiring players with a chance to practice against professional players at one of the tournaments.
Michelle Cheng, Vice President of Sales and Marketing at Beyond The Summit, spoke on the deal: “Smash requires gamers to physically be together and compete side by side. There’s nothing more on-brand with the philosophy of Papa Johns, then Smashers sharing a box of hot, premium pizza after an intense gameplay. Pizza brings people together. Who turns down a sizzling slice of Papa Johns after a long day at a local tournament?”
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Papa John’s is no stranger to esports. In 2019, the pizza chain partnered with NBA 2K League franchise Magic Gaming in an initiative that gave fans discounts on its food.
Anne Fischer, Chief Marketing Officer at Papa John’s, also commented: “While we live in a world in which people are increasingly connecting through digital channels, nothing can replace being together in-person.
“Eating pizza, like playing games, becomes even more enjoyable when that experience is shared with others, and we are looking forward to bringing gamers together at Smash Majors tournaments across the country.”
Esports Insider says: Beyond The Summit has a wealth of experience in operating tournaments across a number of titles. Partnering with Papa John’s to support the Smash scene will bolster the ecosystem, especially if the partnership’s ambitious goals are successful.