Non-alcoholic beer brand Desperados 0.0% has been named a partner of the LEC (League of Legends EMEA Championship) in Germany.
As a national partner, the beer brand will be integrated into the LEC German broadcast through a range of content. Exact details regarding what the content will entail have not been revealed.
This is the first partnership between a beer brand and the LEC. Previously the LCS, LEC’s North American variant, signed a partnership with Bud Light.
Desperados 0.0% will also be active in the broadcast’s Twitch chat by providing offers and competitions. One activation will see the brand give away 10 tickets to the LEC Finals, which will take place in France, throughout the 2023 season.
Despite the brand being non-alcoholic, the move does suggest an emphasis on targeting more of an adult-orientated audience.
This was also highlighted when the LEC accidentally posted that it would be changing the minimum player age requirement to 18, before quickly announcing that this was incorrect and a mistake, as an old version of the blog had been posted.
The LEC kicked off its Winter Split over the weekend, with the tournament recording a peak viewership of 419,793 on its opening day, according to Esports Charts. Some of the LEC’s other commercial partners include Kitkat, KIA and Displate, among others.
Pablo Chabot, Marketing Director, Heineken Deutschland, commented: “Desperados 0.0% is extremely proud to be the first national beer partner of the LEC in the German market. Just like our tagline promises ‘0.0% Alcohol, 100% Experience’ we believe that nobody should compromise with or without alcohol on the experience of having fun, whether at a house party, festival or watching the exciting matchups of the LEC.
“What matters is that you enjoy it with other like-minded people – virtually or in person, letting the amazing taste enhance the amazing moment. To the LEC audience – welcome to the Desperados Tribe!”