100 Thieves has announced that it is extending its partnership with beer brand Heineken. The duo will work together on "socializing in and around gaming" by working on activations and projects with the team's players and content creators. Heineken is also working with the organization on a new bar inside its Los Angeles facility which will feature live events and "lifestyle-related programming."
Heineken will serve as the Official Beer Partner of 100 Thieves, and Heineken Silver branding will be plastered on future activations from the pair. Heineken joins 100 Thieves' six other partners, including AT&T, Tiffany & Co., and JBL.
"Heineken’s commitment to gaming culture is what makes them such a perfect partner for 100 Thieves. We are thrilled to extend our partnership with Heineken and are excited to share more incredible moments with 100 Thieves fans and gamers everywhere," commented John Robinson, President of 100 Thieves.
Esports Beer Sponsorships
100 Thieves Renews its Partnership with Beer Brand Heineken
Trend Themes
1. Esports Sponsorship - Beer brands forming partnerships with esports teams and players, leading to new sponsorship opportunities within the industry.
2. Gaming-themed Experiences - Beer and other brands working with esports organizations to create in-person experiences for fans by integrating gaming, live events, and lifestyle programming.
3. Brand Diversification - Traditional brands like Heineken expanding into different markets by partnering with esports organizations and getting involved in the gaming industry.
Industry Implications
1. Beverage Industry - Alcohol brands like Heineken seeking to expand their reach by tapping into the growing esports market through sponsorships and partnerships.
2. Gaming Industry - Esports organizations like 100 Thieves using brand partnerships to gain more exposure and build their fan base within the gaming community.
3. Event Planning Industry - Companies specializing in event planning and management can take advantage of the trend of beer and other brands creating gaming-themed experiences for fans by collaborating with sponsors and gaming organizations.