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North American esports organization Team Liquid has announced a three-year extension to its existing partnership with submarine sandwich chain Jersey Mike’s. The two brands will collaborate on content with teams across 17 different esports titles, along with unique rewards being given to fans.

Team Liquid and Jersey Mike’s

“The passion of Team Liquid players and fans for the game – and the Jersey Mike’s brand – blew us away,” said Rich Hope, Chief Marketing Officer of Jersey Mike’s Franchise Systems, in a release. “We are convinced the esports industry will continue to grow exponentially, and look forward to partnering with Team Liquid for another three years.”

With 75% of esports fans being Millennials, the partnership will allow the sandwich chain to target a younger demographic. The partnership features four main elements that include Jersey Thursdays, Jersey Mic’d, Subs for Dubs, and Sub Bombs.

Stemming from those elements, content will be created featuring esports players on Team Liquid’s teams, with players on its League of Legends Championship Series (LCS) teams wearing mics during live matches to capture in-game audio. In addition, giveaways will be hosted every first Thursday of the month consisting of a Team Liquid jersey and a $50 Jersey Mike’s gift card.

Other collaborations include the two brands celebrating Team Liquid tournament wins by offering special discounts, as well as interaction with players via the Jersey Mike’s Twitch account through subscription gifting.

Non-endemic partnership

“We’re excited to continue building on our partnership with Jersey Mike’s and proud to announce a three-year renewal,” said Steve Arhancet, Co-CEO of Team Liquid. “Last year showed us all that Team Liquid and Jersey Mike’s is a winning combination, not only for filling our bellies but also for giving back to the fans. ‘Subs for Dubs’ has become a chant of tradition at our League of Legends games and we can’t wait to unveil the thoughtful collaborations we have in store, both IRL and online.”

The first brand activation for the partnership will be during the LCS’s first weekend of Jan. 25. The esports organization will take over the West Los Angeles franchise, next to the LCS arena, for a co-branded experience. The two will also take part in tailgating and ongoing promotions throughout the 2020 season.


Ethan Chen is a writer with over 3 years of experience covering esports, gaming, and business.


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