North American League of Legends competition, the League Championship Series (LCS) has named Grubhub as its official food delivery service and presenting partner for the 2021 LCS Championships.
Grubhub will be featured in a variety of co-branded activations including future episodes of ‘Road to the Finals’ and a new segment called ‘Delivering the Win’, which will take place during broadcasts of the LCS Spring Split.
Grubhub’s partnership with the LCS will commence at Lock In Tournament on January 15th, with the event featuring co-branded content and activations from both entities.
The LCS Spring Split, which begins on February 5th, will promptly feature Grubhub throughout the broadcast. One such activation includes the shoutcasters announcing a delivery discount code that will only be available during the following match.
Fans using the app will also have a chance to win exclusive prizes such as trips to future LCS events, COVID depending.
Matt Archambault, Head of Esports Partnerships and Business Development for Riot Games NAOCE told Esports Insider: “Grubhub is joining us at an exciting time, alongside a major league rebrand and update in our competitive format. As our presenting partner for the Mid-Season Showdown and LCS Championship, we are excited to showcase our collaborations at peak moments throughout our season.
“Grubhub’s value proposition to their customers is aligned with our focus on players and fans, ensuring we will deliver meaningful offerings to the community.”
Jessica Burns, Vice President, Brand Marketing and Creative at Grubhub, added in a statement: “As esports and gaming continue to rise in popularity, our vision is for Grubhub to become synonymous with this sport, make Grubhub and Gaming a new favorite cultural pastime. Our partnership with the LCS gets us one step closer to that goal.”
Grubhub will also deliver discounts to fans from a selection of restaurant partners, along with providing Hextech chests (randomised loot boxes) inside League of Legends’ client.
Esports Insider says: Like many non-endemic brands, Grubhub has recognised the value of an engaged esports fan in terms of brand loyalty and recognition. The food delivery service has previously partnered with Blizzard, TSM, Team Liquid, and hosted a Video Games Day activation through Twitch and Mixer last year.