Complexity Gaming, the esports team owned by Jerry Jones of the Dallas Cowboys and headquartered at The Star complex, has announced an expanded partnership with beer brand Miller Lite.
The two companies have had a partnership since May 2019, when Miller Lite sponsored the organization, becoming the exclusive alcoholic beverage of Complexity, and included sponsorship of the Miller Lite Player Lounge in the impressive GameStop Performance Center that Complexity calls home.
Now the deal has been expanded to include other areas such as live streams and content creation. The main part of the deal will see Complexity players, but only those of legal drinking age, partake in some more casual style live streams, where they will play more casual titles without the competitive stress or simply just have a chat, all while enjoying a Miller Lite or two. These more relaxed streams will give fans a chance to get to know their favourite players a little better and see them interact in a more relaxed environment.
“Miller Lite’s desire to dive in and understand the esports audience has made them an invaluable partner,” said Ashley Chalk, Vice President of Partnerships, Complexity Gaming. “With a renewed focus on live streaming, we’re continuing to improve both player and fan experiences through access and unique engagement opportunities that bring people together in a time when many are apart.”
The partnership update has also seen a complete change of all branding around the sponsorship deal, live-streams and social media. The new branding includes stream overlays and even Snapchat and Instagram filters.
“Complexity has been the ideal partner to help us understand and navigate the complex esports space and connect with fans in an authentic way,” said Stephanie Clanfield, Associate Marketing Manager, Miller Lite Activation. “The expansion of our partnership into live streaming will provide unique experiences for fans, streamers, and players to connect with one another through a shared platform that stays true to the Miller Lite brand.”
In the esports space sponsorships with alcohol, brands are quite rare, as many publishers such as Riot Games ban them from being shown at events. Given the appeal of esports to a young audience, this is understandable a lot of the time. However, the Complexity and Miller Lite deal has been one of the rare successes for an alcoholic brand in esports and shows how it can be done well. It would not be a surprise to see other alcoholic brands try and replicate this success in the esports space in the coming years, providing there are no further restrictions from major publishers.