LCS Signs Buffalo Wild Wings as Official Sports Bar

The League of Legends Championship Series announced Tuesday a multi-year partnership with sports bar chain Buffalo Wild Wings that will make it the league’s official sports bar. Buffalo Wild Wings will stream LCS matches in its locations, and will be able to utilize official trademarks for the LCS for both in-person and digital marketing as well as menu items and customer merchandise. The partnership also extends to the LCS Academy league, which serves as a developmental league for LCS teams.

Financial terms were not disclosed.

Recently, Buffalo Wild Wings filed a trademark to become “The Official Bar of Esports.” The restaurant chain has hosted watch parties for various esports events including Overwatch League teams, and previously signed a partnership deal with esports organization Dignitas, which currently competes in the LCS.

Buffalo Wild Wings’ first event livestream as an LCS partner will be the upcoming LCS 2020 Summer Playoffs, which begin Aug. 13.

According to a release, “the LCS ranks as the third most popular major professional sports league in the U.S. among 18-34-year-olds based on live average minute audience.”

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