'Liga Latinoamerica' (LLA), the Latin American branch of Riot Games' esports division, has entered into a partnership with 'AB InBev,' an international brewing company. Throughout 2022, these two companies will host a variety of events, promotions, and experiences centered around professional 'League of Legends' tournaments. The first set of events will be a series of viewing parties hosted by AB InBev in bars across Colombia and Mexico, with events hosted in Chile and Argentina later in the year.
In addition to viewing parties, the two companies will host giveaways and games centered around the 2022 Latin American League of Legends season. Other beer brands have announced their participation in these giveaways as well, such as Corona and Budweiser. This beverage company partnership will increase the attractiveness of League of Legends esports throughout the region while also promoting various brands' products.
Image Credit: AB InBev
Why This Trend Is Growing
- Latin American Esports Penetration
- Increased partnerships between beverage companies and esports stakeholders are contributing to growing esports penetration in Latin America.
- Brand Promotion Through Esports
- More brands are expected to partner with esports teams and tournaments to optimize their reach and awareness.
- Esports Event Hoisting by Non-endemic Industries
- Industries other than endemic esports sectors will continue to host esports events to engage with the diverse audience the sport attracts.
Industries Being Reshaped
- Food and Beverage Industry
- Beverage and food industry companies can use esports teams and tournaments to tap into the esports market and promote their products.
- Entertainment Industry
- Esports provide an opportunity for entertainment industry stakeholders to engage with their audiences and enhance brand narrative.
- Marketing and Advertising Industry
- Marketing and advertising companies can leverage esports platforms to create innovative campaigns that engage the millennial and Gen-Z masses.
