Desperados 0.0% named LEC national partner

23 January 2023


LEC new partner
Image credit: LEC, SPORTFIVE, Desperados 0.0%

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.

ESI Next Gen
Esports Insider has teamed up with the University of Warwick for ESI Next Gen. To find out more, click here.

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!”

Tom Daniels
Tom has been part of Esports Insider's team since October 2020 and is currently the platform's Editor. When not playing Football Manager, he enjoys reporting on the mobile esports scene as well as the betting sector.