Texas-based esports organisation Complexity Gaming has renewed its partnership with alcoholic-beverage company Miller Lite.
The extension commences the fourth consecutive year of partnership between the two American companies.
The Miller Lite Player Lounge, located within Complexity’s headquarters that it shares with the Dallas Cowboys, will remain sponsored by Miller Lite. Moreover, the company will introduce a video wall where Complexity teams can watch other esports teams compete. Miller Lite will be available in the Player Lounge for of-age players.
Complexity was acquired by GameSquare in June 2021 for $27m (~£21.8m). Since then the organisation has signed various popular content creators — some, like Jordan Fisher and Timthetatman, as part-owners. According to a GameSquare release, the signing of such creators has led to a follower increase of around 95m across platforms.
“Since 2019, we have built a powerful partnership with Miller Lite and we are excited to extend our collaboration with one of the best-known global brands,” commented Justin Kenna, CEO of GameSquare Esports, Complexity’s parent company. “Partnerships are a key component of our growth strategy, which is helping increase our mix of reoccurring revenue opportunities.”
Complexity also has a multi-year partnership in place with Lenovo. According to the organisation’s website, other partners include Twitch, NFT platform ARterra Labs, and official nutrition partner Dairy MAX.
James Nanney, Senior Marketing Manager of Miller Lite, commented: “Miller Lite is so excited to extend its strategic partnership with Complexity Gaming.
“Miller Time means connecting with friends and family over an ice-cold beer, and we know that gaming provides opportunities to cultivate those same connections. As the leading esports brand, Complexity has been a phenomenal partner in helping bring those moments to the gaming community.”