The LCS announced a delicious new partnership today.
America's biggest sports bar brand, Buffalo Wild Wings, is now an official partner of the LCS. This will be a multi-year partnership that includes a streaming deal. In fact, the streaming aspect of the deal is the first of its kind and is going to bring the LCS to restaurants around the US.
Furthermore, the partnership is set to bring unique new menu items and merchandise. We're not quite sure what they'll incorporate into this, but it definitely sounds cool. In addition, there will of course be co-branded promotions and broadcast integrations, similar to the State Farm Analyst Desk presumably.
Fans of wings and esports won't have to wait long to see the partnership in action. The first time they'll be incorporated in the broadcast is during the LCS playoffs, which begins on August 14.
Head of NA Partnerships & Business Development of Riot Games Matthew Archambault commented on the partnership:
“We are always looking to extend our sport, competitive events and athletes in unique ways and to new audiences. Buffalo Wild Wings continues to bring fans closer to the excitement and atmosphere of live sports. And, we’re eager to deliver the first sports bar partnership in esports to our fans, especially as things really start to heat up within the LCS.”
This partnership comes soon after the LCS announced another partnership with Red Bull. Thankfully, the LCS has been gaining traction with some great ones, unlike the LEC, who recently came under fire for partnering with NEOM. This prompted Riot Games to set up a Deals Council to ensure their leagues' deals are prim and proper. Despite all that, both leagues have been growing the past few years and boast huge viewership numbers among young adults.