Riot Games has officially announced that the beer partner of the upcoming VALORANT Champions Tour (VCT) Americas will be Heineken 0.0. Thanks to the deal, Heineken 0.0 will be the presenting sponsor of the VALORANT map Icebox. In accordance with the agreement, Heineken 0.0 will have a marketing presence during the map selection process, as well as during gaming and the whole VCT Americas broadcast.
According to a press statement, the relationship expands Heineken 0.0's existing agreement with the Brazilian League of Legends competition CBLOL, which is also managed by Riot Games. As a result, fans can anticipate similar Heineken 0.0 activations to those during the CBLOL 2022 season.
Most notably, Heineken 0.0 and CBLOL put on a League of Legends-themed halftime entertainment at the competition's championship.
Image Credit: Riot Games
Key Themes Behind This Trend
- Esports Sponsorship
- More companies will sponsor esports events, leading to a growing trend of lucrative partnerships in the gaming industry.
- Alcohol Alternatives
- Non-alcoholic beverage brands, such as Heineken 0.0, will see an increase in sponsorship opportunities as the trend towards healthier lifestyles continues.
- In-game Advertising
- As more brands seek to engage with gamers, there will be a rise in in-game advertising and product placement opportunities within esports events.
Where This Applies
- Beverage
- Non-alcoholic beverage companies, such as Heineken 0.0, will see opportunities to market to a captive audience in the esports industry.
- Gaming
- Esports events will continue to attract large audiences, leading to growth in the overall gaming industry as well as new opportunities for advertising and sponsorships.
- Advertising
- The rise of esports as a mainstream form of entertainment will lead to new opportunities for advertising agencies to engage with audiences in new and innovative ways.
