The Overwatch League has announced Bud Light as an official league sponsor after signing a deal with Anheuser-Busch InBev.
The first major event to promote this sponsorship was the Bud Light Homestand Weekend in Dallas. Hosted by Dallas Fuel at the Allen Event Center, the two-day, eight-team event was the OWL’s first series of matches held outside of Blizzard Arena.
Over the weekend, Bud Light operated a branded bar and introduced the OWL community to its mascot, the Bud Light Knight. The company also launched a sweepstakes with the winners getting a free trip to the OWL Grand Finals.
“We’re very happy to be working with a company that finds value in bringing fans together to celebrate the very best in competitive entertainment,” Activision Blizzard Esports League’s chief revenue officer, Brandon Snow, said.
In the coming months, Bud Light will sponsor three more key live events, as well as televised broadcasts on ABC and ESPN2.
The next major event to feature the Bud Light sponsorship will be in Atlanta come July. The alcohol company will also sponsor the event’s ABC broadcast on July 6 and the following ESPN2 live broadcast on July 7.
Later that summer, Bud Light will sponsor LA Rivalry Weekend in August. The 2019 Grand Finals will also be sponsored by Bud Light, with the location and date yet to be announced.
The deal also includes visible Bud Light branding and support at local watch parties and other Overwatch League events.
This major branding deal is worldwide, with the exception of China. According to Nielsen Esports Fan Insights, 75 percent of OWL fans outside of China are of legal drinking age. In the US, 64 percent of Overwach League viewers are over 21 years old.