Esports and entertainment organisation OverActive Media has announced Bud Light as the official beer partner of its Call of Duty League (CDL) franchise, Toronto Ultra.
According to the release, the partnership will focus on the creation of custom content, including a player-focused social media campaign and collaborations between fans and players.
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The player-focused social media campaign is expected to encourage Toronto Ultra players to give ‘hot takes’ on a range of topics within the Call of Duty community. Fans can also expect behind-the-scenes content from the Stage 5 Major and CDL Championship.
Mike D’Agostini, Senior Marketing Director at Bud Light Canada, commented: “Continuing to expand into the world of esports in Canada is an exciting move for us, and we’re thrilled to leverage the Bud Light brand to help raise awareness for the Toronto ULTRA players and gaming culture overall.
“The team shares Bud Light’s fun and social spirit, and we’re eager to produce collaborative content this summer that fans across all our brands can enjoy.”
The partnership will also see both entities collaborate to create a limited-edition playoff beer can that will be designed and sold to celebrate Toronto Ultra’s playoff run through the CDL Championship. Details about the special can will be released in August, according to the release.
Tyler Keenan, VP of Global Partnerships at OverActive Media, added: “As we have seen recently, Toronto Ultra have given our fans so much to cheer about and having a massive brand like Bud Light to celebrate the big moments in Stage 5 and throughout CDL playoffs will be a game-changer for us as we continue to reach new and diverse audiences.”
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Bud Light joins OverActive Media’s long list of high-profile partners, including Bell, Canon, Red Bull and TD Bank. Moreover, the beer brand has secured deals with the likes of CLG, Evil Geniuses, and Team Liquid, among others.
Toronto Ultra player Anthony “Methodz” Zinni said of the partnership: “From everything that I see online, and in their marketing, Bud Light is a fun, social and inclusive brand, and I think their addition to our roster of partners is a perfect fit!”
Esports Insider Says: Bud Light seeks to connect with esports’ increasingly relevant target demographic in a strategic partnership brewed up alongside one of Canada’s most recognisable esports teams. In doing so, Bud Light becomes yet another high-profile name in OverActive Media’s impressive list of partners and strengthens its own commercial portfolio.