- The deal represents MillerCoors’ first significant investment into esports.
- MillerCoors will name the player lounge at Complexity’s new headquarters.
- A content series will also be jointly produced revolving around the best esports stories from Complexity players.
Complexity Gaming and MillerCoors have unveiled a new strategic deal that will make Miller Lite the official alcoholic beverage of the team. The move represents MillerCoors’ first significant move into the esports industry.
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 as part of the deal, 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.
“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,” Anup Shah, vice president of marketing for the Miller brands, said in a statement. “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.”
Related Story: GameStop Signs Three-Year Naming Rights Deal for Complexity Gaming HQ
“Both Complexity and MillerCoors share similar values when it comes to bringing together family and friends, promoting responsible celebration, and developing original content,” Daniel Herz, chief revenue officer of Complexity Gaming, told The Esports Observer. “We’re excited to work hand-in-hand with MillerCoors to bring this to life by creating enhanced esports experiences for not only our players but also for our fans and the esports community as a whole.”
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.
Earlier this month, Complexity announced a rebrand with a new logo inspired by its Dallas Cowboys sister team. Cowboys owner Jerry Jones and investor John Goff purchased Complexity Gaming in November 2017.
Complexity joins a growing list of teams and leagues making alcoholic beverage deals. Last year, Bud Light signed a deal with Monumental Sports & Entertainment, the ownership group behind the Washington Wizards, to sponsor Wizards District Gaming, while ELEAGUE partnered with New Belgium Brewing as a main sponsor for the DreamHack Austin Open, and with Kraken Black Spiced Rum, which became the first hard liquor sponsor in esports.