COMPLEXITY GAMING
MillerCoors and Complexity Gaming, the esports organization owned in part by Cowboys Owner Jerry Jones, "unveiled a new strategic deal that will make Miller Lite the official alcoholic beverage of the team," according to John Keefer of THE ESPORTS OBSERVER. The move represents MillerCoors’ "first significant move into the esports industry." The brewer will "name the player area in Complexity’s new GameStop Performance Center headquarters in Frisco, Texas," the Miller Lite Player Lounge. The lounge is a "relaxation area for the team’s players, as well as coaches and management," where Miller Lite will be "available on tap for players and staff of legal drinking age." Complexity and MillerCoors will "work on a new original content series revolving around the best esports stories as provided by Complexity players." MillerCoors will "sponsor watch parties for of-age fans at the Complexity HQ," while providing "legal-age team members with Miller Lite products and co-branded merchandise" (ESPORTSOBSERVER.com, 5/15).
CONTINUED GROWTH: ADWEEK's Marty Swant noted larger brands "continue to sign on" with esports organizations. Lenovo North America yesterday announced a partnership with Team SoloMid, and earlier this month Foot Locker and Champion announced "plans to collaborate on an apparel line for five esports teams." Meanwhile, Jack In The Box said it is working with agency David&Goliath, Calif., to "create a web series for the Overwatch League team Dallas Fuel." ESL Global Chief Strategy Officer Craig Levine likened the growth in sponsorships to "other up-and-coming sports like UFC." Early on, brands like Affliction and 5-Hour Energy were UFC sponsors, but that has now "evolved to include brands like Bud Light and Monster." Levine said that esports has already "seen that same sponsorship shift: from keyboard companies to Pepsi, Intel and DHL" (ADWEEK.com, 5/15).
