North American esports organization Team Liquid has brought on Bud Light as the “official team beer” of its League of Legends squad. While financial details of the partnership were not released, this deal looks to have a heavy focus on content creation. Team Liquid and Bud Light are set to kick off a new series of shows and will have virtual tailgates for the 21-and-over fans.
“As Bud Light continues to grow in esports & gaming, partnering with a top tier organization like Team Liquid is a natural fit,” said Joe Barnes, Director of Sports Marketing & Head of Esports and Gaming at Bud Light. “We look forward to bringing new content and experiences to the fans throughout the LCS season.”
As mentioned, the two will be heavy into content creation and that will start on Feb. 21 when Team Liquid’s Jo “CoreJJ” Yong and Nicolaj “Jensen” Jensen make a special appearance on Bud Light League Lounge, the weekly recap show streamed live on Twitch.
Other shows include “Coaching After Dark,” a four-part live-stream series where Team Liquid’s coaches and talent get into one-on-one “chalk talks and strategy sessions” with two aspiring professional players. In order to add a little flavor, fans will also have an opportunity to win special giveaways while watching the stream.
The organization will also be adding a podcast-style show, featuring Liquid’s League Championship Series roster, coaching staff along with friends of the squad, taking on all topics related to League of Legends esports.
There will be other LCS-related streams throughout the year, featuring Team Liquid athletes and content creators to be announced at a later date.
Lastly, Bud Light will host virtual tailgates featuring Liquid talent and casters, as well as “live games and giveaways” on the Team Liquid Discord channel. There, fans will get the chance to win prizes such as official Liquid jerseys and tickets to upcoming events.
Bud Light is no stranger to esports as the brand last year was named the official beer of the LCS and made deals with Fnatic and Magic Gaming.
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