Bucks Gaming has announced a partnership with Midwestern tournament organizer Gamers HQ.

The team will sponsor a Wisconsin-based Super Smash Bros. tournament.

NBA 2K League teams have a natural synergy with Super Smash Bros. that could create added value with brand partners in the future.

This week, The Milwaukee Bucks’ NBA 2K League team Bucks Gaming announced its sponsorship of Super Smash Bros. tournament Smash’N’Splash 4. Bucks Gaming will be the official sponsor of the tournament’s Pro Player Lounge.

Smash’N’Splash is an annual tournament held in Wisconsin Dells, a Wisconsin tourist attraction featuring water and amusement parks. The tournament features a number of Smash-related games, including Super Smash Bros. Melee and Super Smash Bros. for Wii U. On Sunday, players who have qualified for the Top 8 in their respective game will have access to the Bucks Gaming Pro Player Lounge, a dedicated quite space where they can prepare for their upcoming matches.

Bucks Gaming esports manager Andrew Buck said:

“Our goal at Bucks Gaming is to support and collaborate with the larger esports communities in and around the Midwest. We knew that Smash ‘N Splash was a truly unique esports event that has a special place in competitive Smash community. We love the passion and dedication from everyone involved! It happened to be a bonus that the event is held in our backyard!”

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The Smash’N’Splash sponsorship is part of a larger partnership between Bucks gaming and Gamers HQ, an Illinois-based gaming company which organizes tournaments and gaming events, including Smash’N’Splash. Gamers HQ president and founder Josh Weber announced that the partnership’s second engagement will be an NBA 2K circuit.

This partnership is a more natural fit than it may seem at first glance. As the NBA 2K League struggles to find its audience, Bucks Gaming is able to leverage its regional affiliation to diversify into other Midwestern esports scenes. Super Smash Bros. is one of the few popular esports that still lacks developer support. As such, tournaments are reliant on ticket sales and independent partnership for sustainability.

Further, like the NBA 2K League, Smash—and the fighting game scene as a whole—is heavily regionalized. Players regularly travel to tournaments within their region and sometimes compete against other regions in special events called “crew battles”. While the bulk of competitive gaming is centered around online competition or large international events, fighting game players have continued to emphasize local, in-person events in their home regions.

According to The Esports Observer’s report on sponsorships in esports, the lack of opportunity for in-person activations is part of the issue for many brands hesitant to jump into esports. By partnering with local fighting game communities, NBA 2K League teams could diversify within their home region, and create added potential for in-person activations with their brand partners.