TNL ESPORTS BRAND TRACKER 009: BUFFALO WILD WINGS AND MADDEN CLUB SERIES
Announced in December of last year, the Madden Club Series was an initiative by Madden publisher Electronic Arts (EA) to present the NFL clubs an opportunity to dip their feet into eSports. Eight teams signed on for the inaugural season: the Minnesota Vikings, New England Patriots, Buffalo Bills, Seattle Seahawks, Jacksonville Jaguars, Pittsburgh Steelers, San Francisco 49ers, and the Kansas City Chiefs. Not only did the teams sign on, but so did many of their brands.
TNL Take: We've heard them again and again in eSports: they've advertised on ELEAGUE - not the best start but a fantastic fix during the 1st Season - the Bdubs Bowl run by Twitch owned MUTHEAD and sponsored content with EA Madden Athletes (Disclaimer: Frank "Stiff" Sardoni Jr. is an Athlete for VS. Sports, part of the Versus Sports Media company that owns The Next Level)
Walk into a BDubs while your favorite eSports event is on television and more than likely they'll swap a TV over to the right channel.
You could watch the Madden Club Series finals at a Buffalo Wild Wings through the NFL Network, but the brand was also a sponsor of the Club Series qualifier events for both the Minnesota Vikings and the New England Patriots.
How did they Buffalo Wild Wings present themselves at these events?
Pretty well compared to the other brand integrations during these events. We'll get to the others in a series of follow-up TNL Brand Tracker posts.
Buffalo Wild Wings was advertised during two of the eight qualifiers, specifically the Minnesota Vikings and New England Patriots qualifiers.
They ran a number of in-game banner ads (above), on the player backboards (below),
and the Vikings countdown clock (below),
and quenched the thirst of the commentators (below).
Well done Buffalo Wild Wings.