FaZe enters diversity-focused partnership with McDonald’s

North American esports organisation FaZe Clan has announced a content partnership with McDonald’s USA that focuses on diversity and inclusion.

Per a release, the team-up is designed to ‘highlight the evolution of diversity within the gaming industry and the work FaZe Clan and McDonald’s are doing to make a lasting impact’.

Image credit: FaZe Clan

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Content activations will tell ‘diverse stories’ of various FaZe Clan members that will showcase ‘under-served and underrepresented youth who are rock stars in their own right’. Additional details about the partnership will be announced later this year.

FaZe Clan CEO Lee Trink commented on the partnership: “At FaZe, we continue to move diversity and inclusion to the forefront of our priorities and are proud to partner with an iconic brand like McDonald’s who has paved the way.

“This is another example of FaZe expanding our brand beyond the gaming realm and we hope our fans enjoy the content that comes from this groundbreaking partnership.”

FaZe created a Diversity Council last year and as of July 2020, claimed to provide unconscious bias training for its employees. This content series is supposed to be part of the organisation’s efforts to move diversity and inclusion to the ‘forefront of priorities’.

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Christopher Mann, Owner/Operator and chair, McDonald’s USA Franchisee Marketing Committee added: “McDonald’s is excited to partner with FaZe Clan to highlight the communities we serve and champion their passion points in a fun way. Through this partnership, we’re proud to shine a light on the growing diversity of the gaming industry to positively impact the future of gaming for youth.”

McDonald’s has been a long-time supporter of esports. Recent partnerships include those with Gen.G, Entropiq, LAFC Gaming, and Mobile Legends: Bang Bang (McDonald’s Malaysia).

Esports Insider says: Esports has long been criticised for a lack of diversity and creating a toxic environment for outsiders, particularly women. Upon forming XSET, former FaZe Clan President cited a ‘frat house’ environment in esports organisations that needed to change.

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