Buffalo Wild Wings is teaming up with the League of Legends Championship Series on a multiyear partnership that will make it the Official Sports Bar of the gaming league, the first-ever streaming deal between an esports property and a major restaurant chain to livestream events.
The first event livestream at participating Buffalo Wild Wings will be the LCS 2020 Summer Playoffs beginning August 14.
“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 game day experience possible — across all sports,” said Brandon Gill, director of experience and gaming for Buffalo Wild Wings. “Whether joining us on location or enjoying wings at home, League of Legends and LCS fans now have a go-to sports bar for match day.”
As an Official Partner of the League of Legends Championship Series and LCS’ developmental circuit, the Academy League, Buffalo Wild Wings will have rights to activate the partnership throughout the leagues’ marquee events, including the Spring and Summer Playoffs.
“We are always looking to extend our sport, competitive events and athletes in unique ways and to new audiences,” said Matthew Archambault, head of North American partnerships & business development for Riot Games. “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.”
Beyond streaming, Buffalo Wild Wings will be able to use official trademarks for the LCS in both on-premise and digital marketing materials and to create menu items. Livestreams will be administered through the Buffalo Wild Wings OT network, an in-bar channel broadcast at locations across the country.