Korean fried chicken restaurant chain Bonchon has announced a partnership with Overwatch League franchise San Francisco Shock for the 2023 season.
As a result of the deal, Bonchon will be the primary sponsor of San Francisco Shock’s watch parties.
Whilst exact activations haven’t been revealed, a press release highlights that the deal intends to introduce the restaurant chain to the esports community.
This is the first esports partnership from Bonchon, with the company’s Vice President of Marketing Christina Coy mentioning both brands’ passion for South Korean food and culture.
Despite being a San Francisco-based franchise and competing in Overwatch League’s Western division, the team’s roster is fully South Korean. Overwatch League has undergone significant changes over the last 12 months, ranging from competitive ecosystem shifts, the integration of Overwatch 2 and the game even being banned in China.
San Francisco Shock is one of Overwatch League’s most notable franchises, having won the competition on two occasions — in 2019 and 2020. The franchise, owned by North American esports organisation NRG, was a finalist in the 2022 Overwatch League Playoffs, which became the second most-watched Overwatch League event in its history.
San Francisco Shock’s other commercial partners include gaming chair company DXRacer and wellness technology brand Theragun.
NRG Esports Vice President of Sales, Brandon Tortora, commented on the deal: “We see our partnership with Bonchon as a natural fit for both our fanbases.
“Not only do our players have a taste of home here in the states through Bonchon, but our fans get to experience and share in our team’s food and culture.”