Partnerships & Sponsorships

LCS dines with Buffalo Wild Wings partnership

Riot Video games has introduced the League of Legends Championship Collection (LCS) has partnered with main restaurant chain Buffalo Wild Wings. 

Buffalo Wild Wings (BWW, however usually colloquially known as B-Dubs) is a restaurant chain generally known as a lot for the absurd quantity of televisions on the wall as it’s for the precise rooster wings.

Credit score: Riot Video games

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The corporate has been a serious advertiser in sporting occasions for years and this LCS deal will deliver esports into that sports-heavy actual property. In line with the discharge, that is the primary streaming deal between an esports property and a serious restaurant chain to reside stream occasions at scale. 

Brandon Gill, Director of Expertise and Gaming at Buffalo Wild Wings, mentioned in a launch: “As esports viewership and participation continues to develop, aligning with essentially the most watched esport in North America is a crucial step towards giving our company the perfect gameday expertise doable – throughout all sports activities. Whether or not becoming a member of us on location or having fun with wings at dwelling, League of Legends and LCS followers now have a go-to sports activities bar for match day.”

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This partnership with make Buffalo Wild Wings the official sports activities bar of the LCS, giving BWW entry to LCS emblems for promoting with video games being broadcast by way of BWW’s OT Community, an in-bar channel delivering unique content material.

Matthew Archambault, Head of NA Partnerships & Enterprise Improvement at Riot Video games, added: “We’re at all times seeking to lengthen our sport, aggressive occasions and athletes in distinctive methods and to new audiences. Buffalo Wild Wings continues to deliver followers nearer to the joy and environment of reside sports activities. And, we’re desperate to ship the primary sports activities bar partnership in esports to our followers, particularly as issues actually begin to warmth up inside the LCS.”

Esports Insider says: Buffalo Wild Wings is actually widespread with American sports activities followers. Fall weekends for American Soccer and Faculty Basketball’s March Insanity are the most well-liked weekends as BWW’s big selection of TVs is greatest fitted to watching a number of video games without delay. With this partnership, BWW will get extra content material, particularly with the upcoming faculty soccer season on shaky floor and baseball video games being postponed in all places, and the LCS will get extra publicity to the informal sports activities viewers. 

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