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Arby’s got involved with a bangliterally. To support its sponsorship last year of the ELeague, the company created videos showing its sandwiches being blown up along with references to the esports game “Counter-Strike: Global Offensive.” The spots were shown during ELeague broadcasts on Twitch and on TV on TBS. “People appreciated that we got the game and created stuff with the game in mind,” rather than treating it as a straight media buy, said Jeff Baker, the fast feeder’s VP-brand advertising and content. At the ELeague final at Atlanta’s Fox Theater, fans actually chanted “Arby’s,” according to multiple accounts given to Ad Age, including from Mr. Baker.

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