NBA 2K League finds restaurant partner in Panera Bread

06 February 2020


NBA 2K League has established a partnership with American restaurant chain Panera Bread.

The league’s new partner will be the presenting sponsor of the league’s four-round draft.

NBA 2K League Panera Bread
Photo credit: NBA 2K League

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As part of the deal, Panera Bread will provide food for NBA 2K League’s hosts, broadcasts, and players during live broadcasts. The restaurant chain will also be the presenting sponsor of the league’s ‘Rookies Who Deliver’ broadcast segment.

Brendan Donohue, Managing Director of NBA 2K League, discussed the deal in a release: “As we approach our third season and the NBA 2K League continues to grow, we are excited to partner with a world-class brand like Panera Bread. We are going to have an incredibly talented rookie class and look forward to working with Panera to share their amazing stories as they make their mark on the league, beginning on draft day 2020.”

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Panera Bread joins Bud Light, Scuf Gaming, HyperXChampion, AT&T, Raynor GamingSnickers, Stance, and New Era as a partner of the NBA 2K League.

Beth Ringer, Vice President of Media Strategy at Panera Bread, added: “At Panera, we believe you shouldn’t need to compromise between good and good-for-you when it comes to delivery options. With gaming being a popular activity for our customers, in partnership with our agency, Connect at Publicis, we jumped at the opportunity to partner with the NBA 2K League and enter into the esports space with such an established partner.”

Esports Insider says: It’s promising to see yet another major brand get involved with the NBA 2K League. It now has 10 partners and most of which are well-known outside of esports, but it’s how they operate within the industry that’s most important.

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