As teams across the Overwatch League gain new sponsors and partners, connection to their city is key. For example, Toronto Defiant and Vancouver Titans have deals with Canadian companies. A truly city-specific sponsorship is rare but the Justice has now achieved one with DC Brau.
Brandon Skall, CEO & Co-founder of DC Brau, was excited about this new partnership. “It’s an exciting time for Washington sports!” he said. “As fans of the Washington Justice, we’re thrilled to partner with the team for another exciting season in the Overwatch League.”
Washington Justice and DC Brau create new craft beer
DC Brau is a craft brewery based out of Washington D.C. that has many award-winning beers available via shipping. Not only does this partnership connect to locals, but there is a Washington Justice beer in the works. Named “Sip of Justice,” the design of this beer is inspired by the Washington Monument and the Capitol Building.
Washington Justice’s Head of Esports Business, Grant Paranpe, stated, “We look forward to fans grabbing a Sip of Justice while they cheer for the Justice players safely from home during the 2021 season.”
After the recent signings of an all-Korean squad, adding a local partnership helps the Justice connect more to their Washington-based fans.
The beginning of local partnerships
In North America, especially, local partnerships are not common. As of today, the closest thing we have to that is the food venue Zaxby’s, partnered with the Houston Outlaws and Florida Mayhem. Plus, the locality of that venue simply has to do with Zaxby’s being American, not a Texan or Floridian venue.
Ultimately, what the Justice are doing with this partnership is smart; getting more local fans to support the team. And, of course, just as previous beer sponsorships in sports have specified, only of age fans in the Maryland area can enjoy a local craft beer of their favourite esports team.