Worldwide beer model Heineken has been introduced by Riot Video games as the brand new sponsor of the Brazilian League of Legends Championship (CBLOL).
Heineken will promote its non-alcoholic beer model, ‘Heineken 0.0’, in CBLOL broadcasts for the subsequent two years.
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The selection of Heineken 0.0 because the featured model matches into the message that Heineken is trying to promote to the CBLOL viewers: that Heineken is ‘for gamers who recognize high quality beer however don’t wish to surrender on excessive aggressive efficiency’, in accordance with Riot’s announcement.
The beer model has additionally acquired naming rights for the trophy given to the very best participant chosen by the viewers (Craque da Galera, in Portuguese), featured in a ceremony on the finish of the yr.
The second break up of CBLOL in 2022 begins on June eleventh. It already options the beer model in its broadcast and in its stay occasion, which takes place in Riot Video games’ ‘CBLOL Enviornment’ studio in São Paulo earlier than a stay viewers.
Earlier than closing with Heineken, Riot Video games lately introduced in one other new sponsor for the Brazilian League of Legends circuit. In April, the financial institution Santander inked a five-year take care of the writer to be featured in CBLOL and in its Academy division.
That is Heineken’s first activation in League of Legends, and likewise the primary beer model to be featured in a Riot Video games product in Brazil.
Within the North American market, Riot additionally closed a take care of Bud Gentle for the LCS in 2020, an indication that beer manufacturers — as soon as taboo in esports as a result of business’s perceivedly youthful viewers — are gaining traction.