Spanish beer brand Mahou has signed a second-tier shirt sponsorship deal with the Movistar Riders esports team.
Under the deal, Mahou will get branding on the front-of-shirt opposite the team crest and visibility rights across Movistar Riders’ communication channels.
The team already boasts Spanish telco and pay-TV brand Movistar as its main partner. Movistar is the team’s naming partner and main shirt sponsor.
Fernando Piquer, chief executive of Movistar Riders, said the approach by a non-endemic brand was in line with “our intention to grow the sponsorship territory, to make it bigger and more serious, and to meet the expectations of fans.”
Pablo Sánchez, consumer director at Mahou, said: “Esports is already a reality for the new generation and we want to be part of this movement of transition”.
Other sponsors in the Movistar Riders portfolio include Pull & Bear, Omen, Zowie, Nvidia, Krom and Drift.