Rise and Fire

Every once in a while, there comes a sponsorship that makes so much sense that it leaves you confused as to what took so long. Today brought the announcement of one of the more no-brainer sponsorship deals in recent memory.

Successful restaurant chain and sports bar supreme Buffalo Wild Wings has entered into a four-year partnership with the NCAA, which includes activation rights to all 89 NCAA championships. Most significantly, it provides them the designation as the “Official Hangout of March Madness.” Since Buffalo Wild Wings pretty much already unofficially owned that label --- especially with the demise of ESPN Zones around the nation --- it is a perfect fit for the brand.

The deal represents the chain’s second major sports sponsorship, the first came with title sponsorship of a bowl in Tempe which pits a Big Ten school against a Big 12 school. The first-ever Buffalo Wild Wings Bowl saw Michigan State edge out a dramatic victory over TCU.

As part of their partnership with the NCAA, Buffalo Wild Wings will receive media rights with CBS Sports and Turner Sports throughout March Madness. Viewers can now expect a number of the brand’s commercials on both the television broadcast and via the online stream. March Madness is well aligned with Buffalo Wild Wings’ past commercials, all of which focus on the absurdity and drama of sports. Buffalo Wild Wings should take advantage of their new rights to utilize footage from historical games from past NCAA tournaments, including the famous Bryce Drew (Valparaiso) and Christian Laettner (Duke) shots.

Most importantly, however, fans can expect more from Gus Johnson, the voice of the brand’s commercials. Since Gus is no longer employed by CBS to broadcast any of the games, this will be fans’ only opportunity to hear from him.
Fans should also expect to see activations from Buffalo Wild Wings in Atlanta, the site of the 2013 Final Four. The brand is very focused on connecting with sports fans nationwide and what better way to deepen their engagement then at one of the country’s most beloved sports properties.

One idea? How about the opportunity to film your own highlight, to be announced live by Gus Johnson? Fans could film their own buzzer-beater at the Final Four FanFest and then edit it online so that it fits one of Johnson’s famous March Madness calls. All participants would then be encouraged to post their clips online via social media.