Buffalo Wild Wings is hoping that a few college basketball games go into overtime during this year’s NCAA tournament. After all, that’s the only time fans will be able to shop for exclusive branded merchandise.
It’s sort of a gamble of a gimmick, assuming that games will go past regulation. But Buffalo Wild Wings is collaborating with the aptly named Overtime brand for the “Home of Overtime” collection, which only becomes available to customers when a March Madness game goes into extra time.
The merchandise collection, which takes exclusivity to a new level by only being available given certain outside circumstances, includes a T-shirt and hoodie with “Overtime” covered in orange Buffalo sauce.
Overtime and Buffalo Wild Wings are teaming up for a #MarchMadness collab.
The brands are releasing a limited-edition merch collection that will allow fans to unlock an exclusive hoodie and T-shirt during tournament game overtimes. pic.twitter.com/Jvc5Q9XTGM
— Boardroom (@boardroom) March 17, 2022
It’s not an expansive product offering, but the real-world tie-in and overtime-only hook might be enough to attract some customers just for the fun of it. And it’s not an enormous leap of faith for B Dubs, considering last year nine games went into overtime, according to Inspire Brands.
It also ties into a promotion at the restaurant where customers can get free wings when a game goes into overtime.
“We’re thrilled to partner with Overtime to launch our first-ever apparel collab that showcases what Buffalo Wild Wings is known for—our signature sauces,” said Rita Patel, chief marketing officer at Buffalo Wild Wings, according to Inspire Brands. “Not only will overtime unlock this exclusive apparel, but it also means free wings as we bring back Overtime Wingtime for the second straight year.”
As the tournament heats up, and higher seeds are playing against one another, there’s a good chance of even matchups going into OT, so Buffalo Wild Wings fans should pay extra close attention to the games if they want to get their hands on the special apparel.
