Miller Lite named as the exclusive alcoholic beverage of Complexity Gaming

North American esports organisation, Complexity Gaming has announced a partnership with MillerCoors, which designates Miller Lite as its exclusive alcoholic beverage.

The strategic partnership includes the sponsorship of the Miller Lite Player Lounge within Complexity’s new headquarters, the GameStop Performance Center (GSPC). The Miller Lite Player Lounge will be a dedicated area for players to relax with one another as well as with coaches and the management team. The private space will also feature a video wall, where Complexity can watch and support other esports teams during competitions. Additionally, Miller Lite beer will be available on tap for of-age players to celebrate big wins responsibly.

Anup Shah, Vice President of Marketing for the Miller family of brands said:

“We have spent the last year and half learning as much as possible about the gaming space and introducing ourselves to the community through influencer activations and live-stream media partners […] While the reception we have received to this point has been nothing but positive, we want to extend our presence in an authentic way and believe that Complexity is the right partner to help us do that.”

Complexity and Miller Lite will also work together to develop an original content series where Complexity players and influencers will share their best esports stories. Miller Lite will also host watch parties at the GSPC throughout the year, where fans can come together to support Complexity teams as they compete in tournaments around the world. Complexity’s of-age players and influencers will also receive care packages with Miller Lite products and co-branded merchandise.

Daniel Herz, Chief Revenue Officer for Complexity Gaming responded with his take on the new arrangement:

“We couldn’t be more excited to welcome MillerCoors to the Complexity family. The company’s desire to dig-in and learn fans’ wants and needs makes MillerCoors an ideal partner. Together, we will take the time to truly invest in the gaming community and culture, so we can better support and enhance gamers’ experiences, rather than change behaviours.”

Earlier this month, Complexity Gaming announced new branding and manifesto. The overhaul saw a new logo, colour scheme, and website uniquely aligned with their sister team, the Dallas Cowboys. As represented by Complexity’s new logo design, the five points of the star are used purposefully to articulate the company’s five C’s brand pillars, Competition, Community, Culture, Cause and Convergence.