TNL ESPORTS BRAND TRACKER 003: MCDONALD'S AND EA MADDEN NFL

TNL eSports Brand Tracker 003: McDonald's and EA Madden NFL (Photo: EA Sports)

TNL Take: Where have the Golden Arches been with eSports?

Looks like they're finally ready to make their move. In an unannounced promotion, McDonalds is sponsoring the upcoming Madden Bowl starting today.

It's unsure if McDonald's is sponsoring just the Madden Bowl or the full Madden Major Series.

Here's a quick primer on the Madden Bowl occurring around the Super Bowl:

$250,000 Prize Pool
16 Players Start play in Orlando Today
Broadcast on Twitch, YouTube and Facebook
Finals In Houston Friday of Super Bowl Weekend
8:30PM On NFL Network

Great to see McDonald's invest in eSports.

While this looks like their 1st eSports sponsorship in the US, back in 2014 in Sweden, McDonald's launched the McFragbite and McHeaton burgers in honor of two of the country's most prolific gaming properties, Fragbite eSports news site and Counter-Strike player Emil Christensen, a member of eSports team Ninjas in Pyjamas.

Here's Christensen with his custom burger: