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.