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UK and Spanish esports organisation GiantX have today announced a year-long partnership with one of the UK and Ireland’s leading frozen food brands, Goodfella’s.
Throughout 2025, they will collaborate to unite gamers across the UK ‘by combining a love of good food and engaging content’.
GiantX UK content creator Ella ‘Tenshi’ Merry, who joined the organisation last year, will also make a special appearance in Goodfella’s’ latest TV advertisement.
The partnership will also integrate Goodfella’s into GiantX’s casual gaming content series, social campaigns, and offer fan giveaways throughout the year. The org have gaming and lifestyle content including the ‘Guess the Series’.
Together with Goodfella’s, GiantX 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 said that ‘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 fashion’.
The launch coincides with a large-scale rebrand from Goodfella’s. It also comes after GiantX launched a new VCT membership offering, bundle and jersey for 2025.
“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.”
Mike Sowerby, Birds Eye/Goodfella’s
“We are delighted to welcome Goodfella’s to the GiantX family!” said José Diaz, CEO at GiantX.
“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.”
“Goodfella’s is passionate about bringing people together – it’s all about creating memorable moments with good food and great company,” added 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.”
It’s not the first time Birds Eye has promoted activity in gaming. Birds Eye enlisted UK streamers to promote frozen chicken in its first games campaign two years ago.
For more information, visit giantx.gg and goodfellaspizzas.com
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
