North American organisation Evil Geniuses has strengthened its commercial portfolio with the addition of Bud Light as its official beer sponsor.
The partnership will see both entities collaborate on a range of content activations across Evil Geniuses’ and Bud Light’s channels.
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One activation that has been revealed is ‘Evil Intercepts’, a new content series that will provide fans with player in-game comms during Evil Geniuses’ LCS games.
Michael Fudzinski, Chief Revenue Officer at Evil Geniuses, commented: “Evil Geniuses is honoured to welcome Bud Light into the EG family.
“Bud Light is renowned for their support of elite organisations across sports and entertainment, and the pairing with EG and our 21+ year history represents the latest continuation of this legacy that our fans and the community will celebrate.”
In addition, some of Evil Geniuses’ roster will broadcast on Bud Light’s Twitch channel to take part in ‘Bud Light Streams’ throughout the rest of the year. Bud Light’s first collaborative content with the esports organisation will take place on March 7th, as Evil Geniuses player Dennis ‘Svenskeren’ Johnsen joins the Bud Light League Lounge on Twitch following the LCS.
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Joe Barnes, Director, Bud Light Sports Marketing & Head of Esports and Gaming, added: “Bud Light has always sought out new ways to engage sports fans and our new partnership with Evil Geniuses give us an opportunity to further engage LCS fans.
“We look forward to bringing 21+ gaming fans even more unique gaming content on our Twitch channels which is perfect for both our established fanbase and for those just getting into esports.”
The announcement follows on from a similar partnership Bud Light secured with Team Liquid last month. The beer brand is also a sponsor for the LCS.
Esports Insider says: Bud Light continues to strengthen its brand in the esports industry by securing yet another reputable partner in Evil Geniuses. Moreover, the deal sees the beer firm continue to create fan engagement offerings for LCS fans, through its partners and its own dedicated Twitch channel.