Riot Games announces Heineken partnership

Riot Games has signed a new multi-year partnership with international beer brand Heineken. The partnership will see Heineken join as a new sponsor of the Brazilian League of Legends Championship (CBLOL).

Heineken will be promoting its non-alcoholic beer brand ‘Heineken 0.0’ across the CBLOL broadcasts for the next two years. It also acquired the naming rights for the best player chosen by the audience trophy (Craque da Galera), which is given at a ceremony at the end of the year.

Heineken aims to promote its “Heineken is for players who appreciate quality beer but do not want to give up on high competitive performance” message through the partnership with Riot Games.

Eduardo Picarelli, director of the Heineken Business Unit at the Brazil, commented:

“Heineken 0.0 arrived in Brazil inheriting communication platforms from the parent brand and now follows a pioneer in leading the first Heineken game platform in the world.

“Being inserted in the world of games allows us to create new brand experiences relevant to consumers and competitors, as well as amplifying our messages to a new audience that is attentive and engaged in high performance.“

Carlos Antunes, Head of Esports at Riot Games Brazil, added:

“By partnering with one of the most iconic brands in the beer universe and with a great tradition of supporting sports, we can show even more the enormous reach of Esports in Brazil as a market and also highlight its potential for brands to connect with new people. audiences in a more authentic way. 

“Just as we managed to bring the quality and excellence of CBLOL to more than 12 million fans in 2021, we are confident that we will offer experiences for the gaming community and Esports fan that only Heineken 0.0 and CBLOL can offer and, together, reap the fruits of a long-lasting relationship.“

The second split of CBLOL kicked off from June 11 and will be taking place at the ‘CBLOL Arena’ studio in São Paulo in front of a live audience.