Riot Games’ Liga Latinoamérica (LLA), the premier League of Legends competition in LATAM, has announced a partnership with multinational drink and brewing company AB InBev.
As part of the multi-brand deal, AB InBev will provide support for League of Legends esports in Latin America throughout the rest of 2022.
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According to the release, the brewing company will organise ‘viewing parties’ where LLA fans can visit their local bars for special, promotional events. The viewing parties will commence in Mexico and Colombia, with expansion into Chile and Argentina coming in the next few months.
An AB InBev representative commented: “We have closely followed the development of the LLA, and we are excited to finally have the opportunity to collaborate with it at a multinational level and bring the epic experience of these events to different parts of the cities of LATAM.”
League of Legends fans can also play prediction-based games for the duration of the full season and win prizes. Beer brands such as Corona, Budweiser, Poker and Becker will also be teaming up with the LLA to organise these events.
In the past, the LLA has collaborated with male grooming brand Axe and esports training platform Barracks.GG.
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Daniel Morales, Director of Strategic Alliances for Riot Games LATAM, added: “This alliance is the perfect opportunity for fans from all over LATAM to come together and grow the League of Legends community in our region; We are extremely happy about this collaboration.”
Esports Insider says: After an intense re-brand in 2020, the LLA has been focusing on connecting with its fans in South America and building a community. By partnering with AB InBev, fans will get the chance to attend fun events and further connect with the LLA brand.
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