Complexity Gaming and MillerCoors have unveil a new strategic deal that will make Miller Lite the official alcoholic beverage of the team.
As part of the deal, MillerCoors will name the player area in Complexity’s new GameStop Performance Center headquarters in Frisco, Texas. The Miller Lite Player Lounge is designated as a relaxation area for the team’s players, as well as coaches and management. Miller Lite will also be available on tap for players and staff of legal drinking age.
Also, the team and MillerCoors will work on a new original content series revolving around the best esports stories as provided by Complexity players. The beverage company will also sponsor watch parties for of-age fans at the Complexity HQ to cheer on the team at events, as well as provide legal-age team members with Miller Lite products and co-branded merchandise.
Terms and length of the deal were not disclosed at the time of writing. According to the release, MillerCoors will use this deal as a test for learning the esports space and how to extend its brand into the esports community. The company stated last year that it was looking to make a more significant move into the esports space.
Source: Esports Observer
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