North American esports giant Complexity Gaming has entered in a strategic partnership with MillerCoors, the brewing company famous for their alcoholic beverage brand Miller. As a part of the deal, Miller Lite will be the exclusive alcoholic beverage of Complexity Gaming.
This will be a first significant move for MillerCoors to enter in the Esports industry. The brand is already looking forward to increase its reach in the budding market and wants to solidify themselves with like of other beverage brands that are already in Esports industry (i.e. Redbull, Sting, etc).
Furthermore, MillerCoors will be sponsoring a room called Miller Lite Player Lounge in Complexity Gaming’s headquarters, the GameStop Performance Centre. The player lounge will be equipped with Miller Lite beverages and a video wall where players can watch their gameplay and matches. MillerCoors will also host watch parties at the headquarters and work with Complexity Gaming to produce a series of original content where the players from the team will be sharing their favourite gaming moments and stories.
Anup Shah, Vice President, Miller Family of Brands at MillerCoors said:
We have spent the last year and half learning as much as possible about the gaming space and introducing ourselves to the community through influencer activations and live-stream media partners. While the reception we have received to this point has been nothing but positive, we want to extend our presence in an authentic way and believe that Complexity is the right partner to help us do that.
MillerCoors is the 2ndsponsorjoining Complexity Gaming in the GameStop Performance Centre with MSI gaming being the first and official hardware sponsor.
Daniel Herz, Chief Revenue Officer at Complexity Gaming said in a release:
We couldn’t be more excited to welcome MillerCoors to the Complexity family. The company’s desire to dig-in and learn fans’ wants and needs makes MillerCoors an ideal partner. Together, we will take the time to truly invest in the gaming community and culture, so we can better support and enhance gamers’ experiences, rather than change behaviours.
Further details of the deal weren’t disclosed at the moment, but MillerCoors are set to announce further plans in upcoming months with this sponsorship being a test for them to learn about the esports industry.