Non-alcoholic beer brand Mahou 0,0 Tostada has become the latest sponsor of the Superliga, a Spanish League of Legends competition hosted by Liga de Videojuegos Profesional (LVP).
As a result of the partnership, both parties will collaborate on a range of activations for League of Legends players and fans.
The beer brand becomes the fourth sponsor of Spain’s top League of Legends competition, joining the likes of Domino’s Pizza, Spanish insurance company MAPFRE, and Philips OneBlade.
Jordi Soler, CEO of LVP, spoke on the partnership in a release: “We’re delighted with the landing of Mahou 0,0 Tostada to the Super League, the benchmark competition in esports in our country.
“Here at LVP we’re confident that this agreement will enable the sustained growth of the sector and, most importantly, which will also allow the esports community to participate in the process, since this is one of the distinctive hallmarks of both companies. This is the first step in an alliance that will continue to bring joy to all eSports fans over the coming months”.
The 2021 Spring Season of the Superliga gets underway on January 18th and will see ten teams compete for the chance to be crowned champion. Matches will be broadcast live on LVP’s Twitch channel, whilst also being aired on esports television channel UBEAT.
The new collaboration also highlights Mahou’s continued interest in securing partnerships within the esports sector. In 2019, the brand signed a shirt sponsorship deal with Spanish organisation Movistar Riders.
César Hernández, General Marketing Director at Mahou San Miguel, also commented: “We are very pleased to present this agreement with the LVP, which strengthens our support for esports. Mahou has always been behind sport, sharing the passion of its fans, so this is a natural union for us.
“We are sure that this collaboration between Mahou 0,0 Tostada and the Super League will be followed by more projects together.”
Esports Insider says: In recent years, beer brands have entered the industry in a variety capacities, with many finding success. It will be interesting to see what Mahou and LVP do to stand out in what is quickly becoming a competitive area in the esports industry.