American esports organisation Dignitas has announced New Belgium Brewing Company’s IPA brand Voodoo Ranger as its official beer partner.
According to the press release, the partnership will see both entities collaborate on new content. This includes Twitch-streamed ‘Voodoo Ranger Community Game Nights’, where Dignitas athletes and content creators ‘square-off in battles of bragging rights and brews’.
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Dignitas will host ‘fan-focused Happy Hours’ and highlight original content focused on the global gaming and esports community. The announcement has also mentioned future in-person activations ‘offering opportunities for tasting, sampling and celebrating’ for fans and athletes.
Patrick Morgan, Voodoo Ranger’s Community Manager commented: “Our partnership with Dignitas is an amazing chance to support a team and community that loves beer and all things gaming and esports but includes the community support and initiatives that we as a brewery also hold extremely close to our hearts. Cheers!”
The partnership is the latest in a long line of beer partnerships between LCS teams. Last month, Evil Geniuses struck agreements with Elysian Brewing and Bud Light, moreover, Bud Light was named the official beer partner of the LCS. The Anheuser-Busch beer brand has also partnered with Team Liquid’s LCS team and CLG.
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“Aligning with a brand that values bringing people together as highly as we do makes Voodoo Ranger a natural fit,” added John Spiher, Vice President of Partnerships at Dignitas. “Community is the lifeblood of esports and gaming, and we’re proud to partner with a brand dedicated to uplifting and celebrating the lives and moments we all share together.”
Esports Insider says: Adult beverages are pouring generously into partnerships this season, with a focus on the LCS. While American brewers have been able to capitalise on these partnerships for a while, Europe has only seen alcoholic partnerships this year. Nevertheless, if Evil Geniuses and Dignitas’ partnerships are any indication of future intent, expect more NA-based alcohol partnerships soon.