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Beer-Branded Chess Tournaments

Stella Artois is Partnering with Grandmaster Hikaru Nakamura

— May 19, 2021 — Lifestyle
Stella Artois is breaking into the world of competitive chess with the help of Grandmaster Hikaru Nakamura. Together, the beer brand and Nakamura are hosting the virtual Bullet Chess Speedrun, where they will "attempt to break the Chess.com record for the most unique opponents beaten in a bullet chess game," all of which will be shared live on Hikaru’s Twitch channel.

Those wishing to test their skills against the Grandmaster in bullet chess (where players only have a minute to play a full game), can sign up until May 27th. The tournament will take place on June 1st, and Stella Artois will be giving away a variety of prizes to those who comment in the Twitch chat with "!StellaChessGiveaway." The brand is also launching a collection of merchandise to celebrate the collaboration, which is set to drop on June 2nd on ShopBeerGear.com.

Image Credit: Stella Artois
Trend Themes
1. Virtual Branded Gaming Tournaments - Brands can partner with professional gamers to host virtual competitive events to engage with their audience online.
2. Merchandise Launches in Collaboration with Gaming Industry - Brands can tap into the gaming industry and release merchandise in collaboration with gaming events and competitions to market to a wider audience.
3. Cross-industry Collaborations - Collaborations between brands outside of the gaming industry, such as with chess tournaments, can create unique brand experiences and attract new audiences.
Industry Implications
1. Gaming - Brands in the gaming industry can partner with professional gamers or companies to develop virtual events and monetize their community further.
2. Beverage - Beverage brands can collaborate with professional gamers or tournaments to create unique branded experiences and connect with a younger, digitally-savvy audience.
3. E-commerce - Online retail platforms can benefit from partnering with gaming industry events to launch exclusive merchandise and attract a wider consumer base.
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