Riot Games has brewed up a partnership with Bud Light to make it the official beer of North American competition, LCS.
As part of the deal, Bud Light will be available at the LCS Arena and both Spring and Summer Split finals throughout 2020.
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Matt Archambault, Head of Partnerships and Business Development, North America for Riot Games discussed the partnership in a release: “Sipping a Bud Light and cheering on your team is a time-honored tradition of sports, and the LCS is proud to join that tradition and introduce brand new ways for fans to enjoy Bud Light alongside their esport of choice. Bud Light brings fun and creative energy to everything they touch, with a passion for all professional sports and a core understanding of the supporting community and fanbase. We can’t wait to share everything we have in store for fans this year and I’m truly excited to celebrate every Ace Moment in the LCS by raising an ice-cold Bud Light.”
Bud Light will host “How I LCS” viewing parties and act as the presenting sponsor of both the “Ace Moment” broadcast segment and a post-show that will air following Monday night’s broadcast. The beer brand will also collaborate with LCS on an “after hours” show that will stream exclusively on its Twitch channel.
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Joe Barnes, Director of Sports Marketing for Bud Light commented on the deal: “We are thrilled to be partnering with League of Legends and becoming the official beer sponsor of the LCS. Bud Light has always been a leader in cultural moments across sports and entertainment. Esports, particularly, League of Legends gives us a great platform to recruit and engage with new consumers. From our viewing parties, to the ‘Ace Moment’ and the after-hours post game show, we look forward to reaching new fans as they consume all their favorite League of Legends content.”
Bud Light worked throughout 2019 to cement itself as the “official beer of esports” through partnerships with Overwatch League, NBA 2K League, and Magic Gaming.
Esports Insider says: Bud Light worked hard in 2019 to establish itself alongside popular leagues and there aren’t too many competitions out there better-known than LCS, so it’s clear that it’s sticking to the same tactic it utilised last year.