Lifestyle, media and esports companies FaZe stocks FAZE announced the renewal of a partnership with the fast-food giant McDonald’s Inc MCD Wednesday. Here’s a look at the partnership and how both companies were able to win.

What happened: FaZe Holdings and McDonald’s USA, a unit of McDonald’s Inc renew partnership that started last year. The agreement sees a partnership between the two companies to “find innovative ways to connect with the next generation of gamers.”

The renewal includes the evolution of campaigns from last year and several new initiatives.

The two companies will be present at the PAX West game show this weekend with activities for fans and a meet-and-greet with FaZe Clan members.

“McDonald’s has been an exceptional partner for FaZe Clan because they understand the creativity and authenticity required to connect with a younger, diverse audience,” said the CEO of FaZe Holdings Lee Drink said.

Related link: FaZe Clan Goes Public Via SPAC: What Investors Should Know

Why it matters: The renewal builds on successful campaigns from the past year, including a Friendsgaming live stream viewed by over 300,000 people and the Spotlight series which has totaled over 2.4 million views.

Founded for and by Gen Z and Millennials, FaZe Clan has a strong presence among these age demographics. The company has a reach of over 500 million followers on social media platforms. FaZe also has a list of well-known talents, including Kyler Murray, LeBron James Jr (Bronny), Lil Yachty, Offset and Snoop Dogg.

FaZe, which recently went public through the SPAC merger, ranked third for cross-platform action among esports teams at the time the merger was announced, behind only the Los Angeles Lakers and the Golden State Warriors. FaZe counts 80% of its viewership between the ages of 13 and 34, compared to 45% for the NBA, 37% for the NHL, 29% for the NFL, and 24% for the MLB.

For McDonald’s, the partnership expands the company use celebrities to help his…