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UPDATE — 22/01/2020: Riot Games confirmed the partnership is a multi-year deal.
- The League of Legends Championship Series (LCS) has named Bud Light as a partner and official beer of the league, as part of a multi-year deal.
- Bud Light will be served at the LCS Arena and at arena events, and will sponsor viewing parties, the “Ace Moment” segment, and post-game shows.
- Following Bud Light’s 2019 sponsorship of the Overwatch League, Anheuser-Busch InBev trademarked the phrase, “official beer of esports.”
Bud Light has joined the top North American League of Legends competition as a partner and as the “official beer of the league.” As part of a multi-year deal, the Anheuser-Busch beer will be served at mobile bars and beer gardens at LCS Studio and upcoming Split finals, with the brand to also collaborate on viewing parties and post-show broadcasts. Financial terms were not disclosed.
As well as presenting the “Ace Moment” game segment, Bud Light will support a new post-show as part of the league’s first-year broadcasting on Mondays, to be streamed on both the LCS and Bud Light Twitch channels. A currently unnamed post-show for Saturdays and Sundays will also stream exclusively from Bud Light’s Twitch channel, featuring league talent and special guests.
In April 2019, Bud Light announced its sponsorship of the Overwatch League in 2019, which included a title sponsorship of the Bud Light Homestand Weekend – Dallas, and activation at three other live events. The beer brand is also a partner of the NBA 2K League.
Brewery Anheuser-Busch InBev actually trademarked the “official beer of esports” phrase in the latter half of 2019. Unlike sports leagues, no one owns the word esports, and the company saw an opportunity to leverage the fractured nature of the space. Currently, Bud Light does not have partnerships with any esports teams.