Complexity Gaming announce MillerCoors as newest sponsor
Complexity Gaming has announced a new strategic partnership with MillerCoors.
Thanks to the new partnership with MillerCoors, the brewing company known for its alcoholic beverage brands, Miller Lite will now be the exclusive alcoholic beverage of Complexity Gaming.
The esport organization’s chief revenue officer, Daniel Herz, said they couldn’t be more excited to welcome MillerCoors to the Complexity family. He stated that both the esports organization and the beverage giant have a desire to learn about fans’ wants and needs, making them ideal partners.
“Together, we will take the time to truly invest in the gaming community and culture, so we can better support and enhance gamers’ experiences, rather than change behaviors,” Herz said.
MillerCoors will be sponsoring the Miller Lite Player Lounge, located at Complexity Gaming’s headquarters at the GameStop Performance Center. The lounge will feature a video wall where players can watch gameplay and matches, likely while draining a few Miller Lite drinks.
The partnership also includes MillerCoors hosting watch parties at team’s headquarters and producing a series of original content pieces that have Complexity players sharing their favorite gaming stories and highlights.
This comes after MillerCoors spent over a year researching the esports industry and attempting to find the best potential points of access. According to vice president Anup Shah of the Miller Family of Brands at MillerCoors, the company connected with various influencers and streaming media partners during that time.
“While the reception we have received to this point has been nothing but positive, we want to extend our prescence in an authentic way and believe that Complexity is the right partner to help us do that,” Shah said.
This is MillerCoors’ first major move in the esports industry. Complexity Gaming is one of the biggest esports organizations in North America, with rosters in Counter-Strike: Global Offensive, Dota 2, Fortnite, and more.
MillerCoors is the second sponsor to join Complexity Gaming in the GameStop Performance Center, following MSI Gaming, who are now the team’s official hardware sponsor.
No financial details were provided.
Olivia Richman
About Olivia Richman
Olivia has worked in media ever since graduating from college, with her coverage ranging from traditional newspaper reporting to digital coverage of all things gaming, online betting, and nerd culture. She has traveled around the world pursuing that coverage, from the far coasts of the United States to the busy downtown core of Tokyo, Japan. Olivia’s favorite games include Overwatch and Super Smash Smash Bros, and she has been published at Esports Illustrated, Inven Global, EsportsInsider, Upcomer, and elsewhere.
View full profile
Read Also
Counter-Strike
ENVY Returns to Counter-Strike After Five Years, Picking Up an “Unpaid” 3DMAX Roster
Owen Harsono
North American esports organization ENVY has officially made its return to Counter-Strike. After putting its CS:GO division on hold in 2021, the org returns by signing the full former 3DMAX roster, so they aren't starting from scratch. ENVY is not only a massive esports organization, but also a legendary one in Counter-Strike. The org fielded one of the strongest French rosters in history, winning the DreamHack Open Cluj-Napoca Major in ...
Valorant
Complexity Gaming shuts down after 23 years – Here’s what we know
Khizar Mundia
Esports organization Complexity Gaming is ending its 23-year run, as its founder announces its shutdown. Complexity is an organization that has been around since the early days of esports. The organization had rosters in multiple games, including Counter-Strike and Valorant. Despite this, Complexity’s CS roster was the most famous, as it won several major events. This is why it was a surprise for fans to hear that Complexity is shutting ...
Counter-Strike
Team Vitality vs FURIA: Predictions and best picks for StarLadder StarSeries 2026
Owen Harsono
We have a clash of titans in the StarLadder StarSeries Fall consolidation final, as Team Vitality will take on FURIA for a grand final spot. Both teams have shown signs of shakiness throughout the event, so expect some scrappy Counter-Strike. Here are our Team Vitality vs FURIA predictions. Tournament: StarLadder StarSeries Fall 2026 Stage: Playoffs – Lower Bracket Final Game: Counter-Strike 2 (CS2) Format: Best of 3 Betting tip: These ...
Counter-Strike
MOUZ vs FURIA: Predictions and best picks for StarLadder StarSeries 2026
Owen Harsono
MOUZ are set to take on FURIA in a do-or-die match in the $500,000 StarLadder StarSeries Fall 2026 lower bracket. Both teams have already suffered losses at the event, but we believe one team is in much better shape than the other. Here are our MOUZ vs FURIA predictions for September 19. Tournament: StarLadder StarSeries Fall 2026 Stage: Playoffs Game: Counter-Strike 2 (CS2) Format: Best of 3 Betting tip: MOUZ ...
Counter-Strike
StarLadder StarSeries Fall 2026: Teams, format, schedule, and prize pool
Owen Harsono
Top-tier Counter-Strike is back on the menu with StarLadder StarSeries Fall 2026. It’s not a 16-team tournament with every top team in attendance, but it’s still bound to entertain us for a solid four days. Here’s everything you need to know about StarLadder StarSeries Fall 2026. Tier 1 Counter-Strike lands in Spain again for the first time in a while, with only eight teams in attendance. StarLadder StarSeries will be ...
Counter-Strike
Team Spirit vs Team Falcons at BLAST Open Fall 2026: best predictions and picks
Owen Harsono
We’re in for a treat, as the BLAST Open Fall semi-final will feature a matchup between Team Spirit and Team Falcons, with the winner booking a spot in the grand final. It’s a battle between the world number one and number two, so this is a match you definitely don’t want to miss. Here are our BLAST Open Fall Team Spirit vs Team Falcons predictions. Tournament: BLAST Open Fall 2026 ...
Counter-Strike
Is CS2 Dying in 2026?
Owen Harsono
Counter-Strike is one of the longest-standing esports franchises, having built a loyal fanbase over the course of two decades. However, if you’ve browsed through social media platforms across the past few months, you might have seen people claiming that the game is dying or on a steady decline. Below we’ll take a look at why people are talking about this and answer the question of “is CS2 really dying?” One ...
