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- Dignitas has announced a partnership with New Belgium Brewing focused solely on Super Smash Bros. player Hugo “HugS” Gonzalez.
- Gonzalez will feature branding for New Belgium and its Voodoo Ranger beer brand on his livestreams and social media.
- He will also livestream from New Belgium’s head brewery next week, and play Super Smash Bros. Melee with brewery employees.
Hugo “HugS” Gonzalez, a Super Smash Bros. Melee player and content creator for Dignitas, has inked a partnership with New Belgium Brewing for its Voodoo Ranger beer brand.
Gonzalez is a longtime Super Smash Bros. pro who first signed with Dignitas in early 2018. He most recently won the DreamHack Dallas Super Smash Bros. Melee tournament in June, and has moved into the team’s New Jersey influencers house to focus on content creation in between competitions.
The New Belgium deal spawned from his “Hug the Bar” video series, in which he reviews beers while visiting craft breweries. According to Dignitas, the partnership is part of a larger effort to create more individual player and influencer sponsorship opportunities.
“As a person whose two biggest interests include gaming and craft beer, it’s such a blessing to know that I can work with a team and brewing company that values both as much as I do,” said Gonzalez in a Dignitas news post.
Gonzalez will feature New Belgium and Voodoo Ranger branding on his Twitch stream and via social media. Additionally, he will livestream from New Belgium’s Fort Collins, Colorado, head brewery on Sept. 17, as well as take a VIP tour and play Super Smash Bros. Melee with brewery employees.
New Belgium’s Voodoo Ranger brand previously sponsored a pair of DreamHack Open events in Austin and Atlanta in 2018.
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