North American esports and entertainment holding company GameSquare has partnered with Mexican tequila manufacturer Camarena Tequila.
As a result, GameSquare initiative NinjaLabs, led by popular streamer Ninja, will launch Camarena Happy Hour, a new content series using sports simulation title EA Sports FC 24.
The Camarena Happy Hour will be hosted by content creator and GameSquare Chief Innovation Officer Tyler ‘Ninja’ Blevins who joined the company in February 2023 to spearhead the NinjaLabs initiative, which aims to help GameSquare reach a wider audience.
The content series will feature a range of guests ranging from EA Sports FC content creators to former Argentinian footballer and founder of KRÜ Esports, Sergio Agüero. In addition to the guests, viewers will have the opportunity to win gaming sessions with content creators and virtual meet-and-greets with Blevins.
GameSquare partnering with Camarena Tequila continues the trend of alcohol brands entering the esports industry. This year, Ballantine’s launched Dota 2-themed bottles in China to celebrate the tenth anniversary of the MOBA title and partnered with BLAST for the CS:GO Paris Major. Meanwhile, G2 Esports signed a sponsorship deal with Jägermeister in May.
The new partnership comes as GameSquare continues to consolidate its position as one of North America’s largest esports and gaming companies. In October 2023, GameSquare agreed to acquire North American FaZe Clan. The holding company previously acquired Complexity Gaming in June 2021.
Brandon Lieb, Vice President of Spirit of Gallo, spoke on the deal: “Camarena Tequila over indexes with both gamers and soccer fans.
“Our partnership with Ninja and other soccer gamers makes for a perfect match and will allow us to resonate with an engaged soccer and gaming audience.”