GrubHub, Wix, hope to cash in at Fortnite World Cup

The Fortnite World Cup is offering 100 players a piece of a $30 million prize pool, with brands such as GrubHub and Wix hoping to also cash in with their first-ever sponsored teams.

More than 40 million people attempted to qualify for the event, which began today and ends Sunday, and guarantees those competing at least $50,000, with the top prize set at $3 million. The majority of players are between the ages of 12 and 16, with no one older than the age of 20. EpicGames, makers of Fortnite, are streaming the tournament through its YouTube and Twitch channels. The pregame event was trending No. 1 on YouTube Friday, drawing some 150,000 live viewers. 

GrubHub sponsors two esports teams – TSM and Team Liquid – in the World Cup. It declined to reveal financial terms of the sponsorships. Perks include free food when ordered on GrubHub.

The deals are part of GrubHub’s larger esports marketing strategy that includes integrations through Twitch, the Amazon-owned video game-play streaming service. The food delivery company surrounds the stream with its logo, for example. It also has streamers take and place orders on camera, as well as show the food to viewers once delivered. 

Jessica Burns, VP of brand marketing at GrubHub, says esports was a perfect fit for the company because players are generally sitting at their computer either watching streams or practicing.  “They are sequestered, in a way, with their skills – delivery is part of their lives,” Burns says. “When you look at a game like Fortnite, they have so many players and the impression levels are through the roof.” 

GrubHub also provides promo codes for free delivery, for instance, in chatrooms, which in turn allows GrubHub to measure its sponsorships, Burns says. “Cost per view and conversions are important to us,” she says. “We want to drive as many new diners to our app and push them further down the funnel.” 

GrubHub first dipped its toe in the esports arena in 2018 and since then has greatly increased its integrations, Burns says. GrubHub is also working with YUM Brands – owners of Taco Bell, KFC and Pizza Hut – as well as EpicGames for a potential large-scale integration within the game in the near future. “This is the next frontier for us,” says Burns. “What is so cool about this space is that there is so much room for how brands can integrate … But you have to do it in an authentic way to be part of the conversation.” 

John Maffei, CEO of Matcherino, a platform that…