Today, esports organisation GIANTX is excited to announce its year-long partnership with one of the UK’s leading frozen food brands, Goodfella’s. The partnership seeks to bring casual gamers and esports fans together, by blending the flavours of Goodfella’s delicious pizzas with GIANTX’s unmatched presence in the industry. Throughout 2025, they will collaborate to unite gaming enthusiasts across the UK by combining a love of good food and engaging content.
The gaming community is one of the most loyal globally in regards to consuming content across social platforms, with gaming video viewers 53% more loyal than YouTube’s other 12 most popular video genres including comedy, cooking, lifestyle, beauty and fashion1.
The union will seamlessly integrate Goodfella’s into GIANTX’s popular casual gaming content series, innovative social campaigns, and offer fan giveaways throughout the year. GIANTX is renowned for its gaming and lifestyle content, including the iconic ‘Guess the Series’, and together with Goodfella’s, they will look to bring fresh entertainment to fans featuring the club’s famous faces such as VALORANT player Tomás “Tomaszy” Machado, LEC Head Coach, André Guilhoto, and Esports Manager, Alex Hehn. GIANTX content creator Ella ‘Tenshi’ Merry, will also make a special appearance in Goodfella’s’ latest TV advertisement, further bridging the worlds of gaming and good food.
Together, GIANTX and Goodfella’s are redefining how industries intersect to drive engagement and forge meaningful connections with a cross-generational audience. The partnership also highlights the immense potential of esports as an attractive industry for brands, showcasing the growing synergy between lifestyle brands and esports.
“We are delighted to welcome Goodfella’s to the GIANTX family! We’ve always believed in creating experiences that resonate with our fans, and Goodfella’s is the perfect partner to help us deliver just that. With shared values in a commitment to quality, innovation, and giving back to the communities we serve, we are excited to continue gifting our fans and the global gaming community engaging content and gear to elevate their gaming experience.” said José Diaz, CEO at GIANTX.
“Goodfella’s is passionate about bringing people together – it’s all about creating memorable moments with good food and great company,” said Mike Sowerby, Marketing Director at Birds Eye, Goodfella’s’ parent company. “By partnering with GIANTX, we’re excited to bring the Goodfella’s brand to the vibrant, dynamic and growing gaming audience and with the same energy and passion that fuels their gameplay. Working with GIANTX is a huge step forward for us as we strive to reach more of the GenZ audience and drive awareness, and love, of Goodfella’s across a hugely influential new channel.”
The launch coincides with a large-scale rebrand from Goodfella’s, bringing a fresh perspective to the brand and its products. GIANTX and Goodfella’s will be serving up generosity, one slice at a time – keep an eye out for further announcements.
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