Beer brand Bud Light has strengthened its esports portfolio with the addition of North American organisation CLG to its list of partners.
As a result of the marketing agreement, Bud Light has been named as the presenting partner for all CLG League of Legends LCS virtual viewing parties.
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In addition, both entities will launch the ‘Bud Light Streaming Studio’, an installation situated at CLG’s Performance Center which will serve as a backdrop during player and influencer livestreams.
Dan Fleeter, CLG’s COO, commented: “Bud Light is one of the most innovative brands in sports and entertainment marketing and we’ve already created several exciting platforms together.
“CLG is committed to using the strength of our legendary esports organisation to create fantastic content for our fans and having Bud Light involved in this will only enhance the product we deliver.”
Bud Light’s brand will be integrated across CLG’s marketing assets, with the beer brand gaining the opportunity to promote its ecommerce and delivery service. The partnership also includes a new content activation called the ‘Bud Light Cooldown’. The series will take place on the organisation’s Twitter and sees CLG’s League of Legends players break down the weekend’s matches.
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Joseph Barnes, Director, Bud Light Sports Marketing & Head of Esports and Gaming, added: “At Bud Light, we are always in search of ways to connect not only with our current fans, but also with new audiences, and we believe this partnership with CLG is a perfect example.
“We believe the platforms we’re collaborating on are going to create a lot of engagement among CLG & esports fans who are 21+, as well as provide a closer look into CLG.”
Alongside CLG, Bud Light has also announced marketing partnerships with Team Liquid and Evil Geniuses. Similarly to the beer brand’s other deals, CLG players will appear in monthly streams on Bud Light’s Twitch channel.
Esports Insider says: This year Bud Light has ramped up its esports efforts even further. The beer brand’s partnerships with CLG, Evil Geniuses, Team Liquid, and the LCS among others, also highlights the company’s attempt to attract a League of Legends audience.