Hong Kong-based esports organisation Talon Esports has announced the extension of its partnership with fast food restaurant chain KFC.
As a part of the deal, KFC will become Talon’s naming rights partner for its Arena of Valor team in Thailand. The two brands will also launch a range of co-branded streetwear in the near future, and the KFC logo will continue to be shown on Talon esports jerseys.
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Talon and KFC initially partnered in January 2021, with KFC supporting the organisation’s Arena of Valor World Championship and ROV Pro League runs. The partnership was well-received by Talon Esports fans, and 2021 saw a number of activations from Talon and KFC, including KFC-themed grudge matches and a ‘Colonel makeover’ series with Talon Esports players.
Sean Zhang, CEO of Talon Esports, said: “2021 was a great foundational year for our partnership with KFC, and we couldn’t be more excited that we can now take our partnership to the next level with a brand that is loved by millions in Thailand and around the world.
The two brands will continue producing content together, but aim on building upon the foundations laid down last year. Zhang added that the two companies want to go “bigger and bolder” in 2022, and announced a streetwear collaboration between the two companies. Details about the merchandise were not revealed.
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Esports Insider says: KFC’s esports efforts were somewhat lacking in the rest of the world, but the partnership with Talon Esports shows that the company can make some truly interesting content pieces. All eyes are set on the upcoming streetwear collaboration, though – Talon and KFC can really produce some finger-licking merchandise there.