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Esports organization Team Liquid has renewed its partnership with Jersey Mike’s Subs through 2022. The companies began their partnership in January of 2019.
According to a release, esports allows Jersey Mike’s to reach a younger demographic, stating that 75% of esports fans are millennials.
The company will produce content with Team Liquid as well as continuing its “Subs for Dubs” program, offering discounts on sandwiches following Team Liquid tournament wins. Jersey Mike’s Twitch account will also increase its interaction with streamers through a practice known as “sub bombs” whereby a company or fan gives Twitch channel subscriptions to a large group of viewers at once. Through Twitch’s platform, “gifted” subs provide the same monetary value to a streamer as traditional subscriptions, effectively making the “sub bomb” a large scale donation to the streamer that also engages the viewers.
This practice has been growing in popularity among brands due in part to the viral nature of streamer reactions to sudden, large donations as popularized by the YouTube channel Mr. Beast.
To kick off the partnership, Jersey Mike’s and Team Liquid will host an event at a location in Los Angeles near the LCS Arena this weekend during the opening of the 2020 League of Legends Championship Series (LCS) season.
