# Esports Beer Sponsorships Heineken 0.0 Becomes the Official Beer Partner of VCT Americas By Kanesa D | Published 2023-03-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/heineken-00-1 References: [esportsinsider](https://esportsinsider.com/2023/03/heineken-0-0-vct-americas) & [riotgames](https://www.riotgames.com/en)  [Riot Games](https://www.trendhunter.com/trends/valorant-kitkat-2026) has officially announced that the beer partner of the upcoming VALORANT Champions Tour (VCT) Americas will be [Heineken 0.0](https://www.trendhunter.com/trends/00-reasons-needed). 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](https://www.trendhunter.com/trends/villainverse) 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 ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 27% | Activity: 28% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### 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. ## Related on Trend Hunter - [Esports Beer Sponsorships](https://www.trendhunter.com/trends/100-thieves-2.md) - [Latin American eSports Partnerships](https://www.trendhunter.com/trends/liga-latinoamerica.md) - [Eco-Beer Esports Partnerships](https://www.trendhunter.com/trends/bud-light-next-x-evo.md) - [Alcohol Sporting Partnerships](https://www.trendhunter.com/trends/ab-inbev.md) - [Chocolate Brand Esports Deals](https://www.trendhunter.com/trends/valorant-kitkat-2026.md) - [Esports Vodka Sponsorships](https://www.trendhunter.com/trends/the-esports-awards.md) - [Esports-Branded Energy Drinks](https://www.trendhunter.com/trends/gbeat-energy-drinks.md) - [Tech Tournament Sponsorships](https://www.trendhunter.com/trends/sony-inzone.md) - [Esports Development Partnerships](https://www.trendhunter.com/trends/riot-games-6.md)