European esports organization GIANTX announced this week that it has signed a new partnership with UK-based frozen pizza brand, Goodfella’s. Goodfella’s is owned by international frozen foods company Birds Eye.
Financial terms of the deal were not disclosed.
Under the terms of this new partnership, the companies will work together to create “exclusive lifestyle and casual gaming content” for esports and gaming fans throughout 2025. This new deal also marks Goodfella’s first foray into the world of competitive gaming.
Specifically, the brand will be integrated into GIANTX’s casual gaming content series (including its Guess the Series shows), in its social campaigns, and will be used to create fan giveaways and activations throughout the calendar year. GIANTX content creator Ella ‘Tenshi’ Merry will also appear in Goodfella’s’ latest TV advertisement airing in the UK. The collaboration is being timed with the company’s rebrand in 2025. Goodfella’s branding will also appear on team jerseys and across its various social media and content creation channels.
“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. “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.”
Goodfella’s joins other GIANTX partners and sponsors including EE, Opel, KitKat, HSBC UK, Maggi Fusian, Costa del Sol Málaga, Fitchin, Hotwheels, and PCSpecialist.