Major restaurant chain Buffalo Wild Wings (BWW) is now the official sports bar of the League of Legends Championship Series. The announcement was revealed early on Tuesday, allowing one of America’s largest sports bar to represent esports to a larger audience. The multi-year deal includes live broadcasting of LCS games through Buffalo Wild Wings’ in-bar channel.
The break-through deal is only the beginning for esports. BBW, originally broadcasting sports such as American football and baseball, will now cater to a new audience. Besides munching on chicken wings and bar food, customers will be exposed to action-packed League of Legends games.
A unique experience for every customer
As a major advertiser for large sporting events, this is the first time they will livestream esports events. Along with the ability to broadcast, BWW now has the right to activate the partnership throughout key seasonal events. This includes the LCS Spring and Summer Playoffs. Additionally, Buffalo Wild Wings customers will get to enjoy LCS-themed menu items, promotions, and merchandise.
Brandon Gill, Director of Experience and Gaming at BWW, shared some thoughts on the partnership. “As esports viewership and participation continues to grow, aligning with the most-watched esport in North America is an important step toward giving our guests the best gameday experience possible—across all sports.”
As an official partner for the LCS and LCS Academy Team, BWW will also work together on a variety of co-branded initiatives and broadcast integrations during big events. “We are always looking to extend our sport, competitive events and athletes in unique ways and to new audiences,” said Matthew Archambault, Head of NA Partnerships & Business Development at Riot Games. “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.”
BWW will broadcast its very first livestream event on Friday, August 14 at 4 p.m. ET. The schedule will include the upcoming LCS 2020 Summer Playoffs best of five game between Evil Geniuses and FlyQuest.
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