McDonald's announced that it is the first major sponsor of OfflineTV, a platform with more than 3 million subscribers on YouTube and Twitch. The agreement between the platform, which focuses on "gaming," and McDonald's will include sponsored live broadcasts, in-person events and some content. McDonald's signed another agreement with FaZe last August in the Esports space. The move solidified McDonald's place in the gaming industry in the digital space.

With this agreement, the fast food company also aims to fend off the negative effects of the discrimination lawsuit filed against it for "supporting young and white males." "We are proud of this collaboration, which helps us amplify the voices of diverse cultures and backgrounds from the past while giving offline TV more opportunities to create authentic online content that fans love," said Elizabeth Campbell, senior director of the company.

Collaboration with popular artists creates strong bonds with young consumers who reject traditional media. With this agreement, and thanks to McDonald's OfflineTv content producers, these consumers will be drawn to their side.

The first product of the agreement was unveiled last weekend at Anime Expo. A booth was set up where fans could take photos with their favorite celebrities and purchase a limited number of items.