US brewing company MillerCoors has struck its first esports partnership with North American esports team Complexity Gaming.
The agreement designates Miller Lite as the Exclusive Alcoholic Beverage of Complexity, which is owned by Jerry Jones, owner of NFL American football team the Dallas Cowboys, and investor John Goff.
The strategic partnership includes sponsorship of the Miller Lite Player Lounge within Complexity’s new headquarters, the GameStop Performance Center (GSPC).
Complexity and Miller Lite will also work together to develop an original content series where Complexity players and influencers will share their best esports stories.
To engage the local community, Miller Lite will host watch parties at the GSPC throughout the year, where fans can support Complexity teams as they compete in tournaments around the world.
Complexity’s of-age players and influencers will also receive care packages with Miller Lite products and co-branded merchandise.
Anup Shah, vice-president of marketing for the Miller family of brands at MillerCoors, said: “We have spent the last year and half learning as much as possible about the gaming space and introducing ourselves to the community through influencer activations and live-stream media partners.
“While the reception we have received to this point has been nothing but positive, we want to extend our presence in an authentic way and believe that Complexity is the right partner to help us do that.”