Buffalo Wild Wings has beer and wings—but now it’s got Team Dignitas, too.
The deal with Dignitas is BWW’ss first with an esports team. Buffalo Wild Wings is now the esports team’s “official hangout”—whatever that means.
The partnership includes a Buffalo Wild WIngs jersey logo, player appearances at restaurants, and exclusive digital content. Dignitas streamer Elle “Elletrikk” Lockyer will kick off the partnership event with an all-day stream that begins on Twitch on Oct. 18 at 10:30am ET.
A one vs. one amateur League of Legends tournament will also be held at TwitchCon over the weekend. More online tournament will come in the following months.
“We’re excited to expand our support of the rapidly growing esports community through a partnership with one of the most recognizable and successful teams playing today in Team Dignitas,” said Bob Ruhland, vice president of marketing for Buffalo Wild Wings, in a statement. “Buffalo Wild Wings is always looking for new ways to celebrate competition in our restaurants, while supporting our Fans’ passion for sports of all kinds.”
This isn’t the first esports venture for B-Dubs. They are an official sponsor of Turner Sports’ ELEAGUE, and have hosted a number of Hearthstone Fireside Gatherings for Blizzard.
It sounds like Buffalo Wild WIngs is looking to become as synonymous with esports as it is with sports. It’s certainly not at that point yet, but partnerships like these are what the company believes will lead the way.