The NBA 2K League, the esports league founded by the NBA, partnered with Panera Bread to make Panera Bread its first official restaurant sponsor.
The NBA 2K League collaborated with Panera Bread to feature Panera in segments and product deliveries during live streams on both Twitch and YouTube. Panera Bread delivered food to NBA 2K League hosts, broadcasters, and players during live broadcasts.
Additionally, the NBA 2K League presented "Rookies Who Deliver Presented By Panera Bread" to highlight rooke performances throughout the season.
The partnership also gave naming rights for the NBA 2K League draft to Panera Bread with Panera Bread being the name sponsor of the event that was held on February 22, 2020.
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