eSports success story Gfinity has signed the largest deal in its history with Domino's Pizza.

Domino’s is now presenting partner for the Gfinity Challenger and Elite Series UK, which attracts millions of online viewers as teams battle it out on video games FIFA, Street Fighter V and Rocket League.

The agreement runs until December 2020 and will also give Domino's bespoke content, broadcast and digital assets, player shirt sleeve branding, social media activations, customer relationship management, ticketing and hospitality.

"We are delighted to have entered into a multi-year strategic partnership with Domino's. It is a testament to the continued growth of eSports and the quality of the Gfinity Elite Series,” said Gfinity executive chairman Garry Cook.

"eSports has become the entertainment of choice for brands looking to connect with young adult consumers.

“It is exciting, it is growing and it is full of opportunity. We look forward to working with Domino's to create new and innovative ways to bring even more excitement and interest in the Elite Series."

The new six-week season begins on 30th July.