Grubhub is setting out to up the ante in esports this year by kicking off a three-year partnership with the League Championship Series, Riot Games' North American “League of Legends” Professional League.
By being at the center of the premiere “League of Legends” battleground in North America, Grubhub aims to provide moments of joy for fans and diners through fun, co-branded activations and offerings alongside LCS teams, tournaments and creators. Activations for the company will range from custom in-game broadcast and social content to limited-edition merch drops– and even a few surprise Hextech chest deliveries.
"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,” says Jessica Burns, vice president, brand marketing and creative, Grubhub. “Our partnership with the LCS gets us one step closer to that goal."
LCS fans will first start seeing Grubhub branding during the competition’s first-ever Lock-In Tournament on Jan. 15, along with activations across different channels. Following that is the LCS Spring Split, which begins on Feb. 5. Throughout each weekend’s matches, Grubhub will also be offering exclusive deals from partners and opportunities for diners to redeem free Hextech chests in the game.
Throughout the season, fans can also tune into “Delivering the Win,” an in-game LCS broadcast segment highlighting game-changing moments from the week’s matchups. The content will provide exclusive delivery discount codes from the shoutcasters.
As it draws closer to the postseason, Grubhub will be integrated into multiple “Road to the Finals” episodes. Throughout the season, they will also deliver Perks to fans from some of their favorite restaurants, along with in-game exclusive Hextech chests, skins and more.
For the season’s grand finale, Grubhub will help crown the two LCS title champions of 2021 by serving as presenting partner of the LCS Mid-Season Showdown and the LCS Championship.
In addition to this partnership with LCS, Grubhub is partnering with popular LCS teams and players to bring a variety of branded content, custom jerseys and exclusive promotions throughout the 2021 season. For example, Yiliang “Doublelift” Peng, an eight-time LCS Champion, is partnering with the company to create custom content for his popular Twitch and social media channels to further engage with LCS fans and diners.