North American organisation Team Liquid has named Bud Light as the official beer of its League of Legends team.
The agreement will see both entities collaborate on several new content pieces and fan activations, such as the Bud Light League Lounge, a weekly show featuring League of Legends Championship Series (LCS) professionals. The Bud Light League Lounge is expected to commence on February 21st and will be streamed on the official Bud Light Twitch channel.
In the lead up to official LCS matches, Bud Light will also hold ‘virtual tailgates’ with Team Liquid talent and casters for viewers 21 and older. Participating fans will have the opportunity to engage in live games and giveaways where they can win prizes such as official Team Liquid merchandise and tickets to upcoming events.
Joe Barnes, Director of Sports Marketing & Head of Esports and Gaming at Bud Light, commented on the deal in a release: “As Bud Light continues to grow in esports & gaming, partnering with a top tier organisation like Team Liquid is a natural fit. We look forward to bringing new content and experiences to the fans throughout the LCS season.”
Further content pieces scheduled include ‘Coaching After Dark’ a four-part, live-stream series featuring Team Liquid’s League of Legends coaches and talent delivering one-on-one ‘chalk talks’ and strategy sessions to two aspiring professionals. Plus, a podcast-style show featuring Team Liquid’s LCS roster, coaching staff, and more, is also planned.
During Coaching After Dark fans will also have the chance to win special giveaways while tuning in.
Team Liquid Co-CEO Steve Arhancet added: “We’re big fans of how Bud Light continues to make an impact within the space. So, let’s kick things off, tailgate with our fans and bring them closer to our League team – as we compete for another championship!”
The esports organisation has also confirmed that other LCS-related streams featuring Team Liquid athletes and content creators will occur throughout the year on Bud Light’s Twitch channel.
Bud Light has made a concentrated effort to be more deeply ingrained in esports over the last two years. The American beer brand has since inked partnership agreements with the Overwatch League, NBA 2K League, Magic Gaming, Fnatic, and the LCS.
Esports Insider says: Bud Light has the strongest market share in esports of all beer brands currently, or previously, involved in the industry. In addition to the volume of deals it has executed, the content Bud Light has produced alongside its partners shows this is a company that ‘gets’ esports – and in this business that goes a hell of a long way.