When basketball fans cheer on their college teams this week, they may notice a seemingly out-of-place advertisement from Buffalo Wild Wings. During one of its busiest times of year, the sports grill and bar – which has become a destination to watch the tournament – is running an ad featuring a football game. No, the company hasn’t lost it. In fact, the ad is part of a grassroots movement to urge professional football players and owners to settle so fans can enjoy the 2011 season.
“We live and breathe all sports and so do our guests. We know we’ll have a lot of eyes on our ads during the next few weeks. This is our way of saying, ‘We want a football season. Our guests want a football season. Let’s get this thing settled so we can all just focus on the game,’” said Kathy Benning, Buffalo Wild Wings executive VP, marketing and brand development.
“Hey, we love basketball and the beginning of April is all about thousands of fans cheering their favorite college teams on at our restaurants,” Benning said. “But the month ends with our focus back on football with the draft on April 28.”
The ad kicks off a larger effort encouraging the restaurants’ guests to sign a petition on Facebook urging the two sides to come to an agreement. An open letter on behalf of the fans will be delivered to both professional football players and owners. The company’s Fantasy Football Blogger League also has been called off the bench and into action to rally fantasy football players around this cause.
“Obviously, a professional football season is important to us as a company,” Benning said. “But it’s just as important to our guests, so we’re willing to do what we can to help fans have a voice at the table.”
With dozens of big screens and HDTVs, award-winning wings and signature sauces and seasonings, Buffalo Wild Wings has become a destination for sports fans. In addition to football season, basketball season – both college and professional – has become one of Buffalo Wild Wings’ busiest times of the year – with more than 2,000 games and all the excitement of tournament time and the finals.