Overwatch League Names AB InBev as Official Beer Sponsor

The esports sponsorship could expand brand recognition to new demographics and geographies.

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The Overwatch League today announced a deal with AB InBev, naming the beverage company the league’s official beer partner. Effective immediately, ABI’s Bud Light brand will be the official beer of the Overwatch League and will be activating at fan watch parties around the world (excluding China). The partnership will include sponsorship of fan activations when the Overwatch League goes on the road at the Dallas and Atlanta Bud Light Homestand Weekends and the LA Rivalry Weekend. ABI and Bud Light will also be activating at the Overwatch League’s 2019 Grand Finals, the location and date of which will be announced soon.

Aligning with the Bud Light Homestand Weekends in Dallas and Atlanta, ABC and ESPN2 will program Overwatch League–produced and Bud Light sponsored broadcasts. “Partnering with a brand like Bud Light and the AB InBev family of brands allows us to continue to reach fans in new and exciting ways,” said Brandon Snow, chief revenue officer of Activision Blizzard Esports Leagues. 

“Our company has a long history of aligning ourselves with great sports partners and Overwatch League certainly fits that bill,” said João Chueiri, SVP of consumer connections marketing at AB InBev. “Bud Light was one of the early adopters of esports with our Bud Light Esports All-Stars program years ago and we are excited to expand our footprint with the premier esports property in Overwatch League.

The Overwatch League kicked off its 2019 season in February to a sold-out Blizzard Arena Los Angeles and 13 million global viewers in its opening week, a 30 percent increase in viewership year over year. Season matches for all 20 teams now are in full swing, with the Stage 2 Playoffs and Stage 2 Finals taking place May 9–12.

The Overwatch League is the first major global professional esports league with city-based teams across Asia, Europe, and North America. Overwatch was created by globally acclaimed publisher Blizzard Entertainment.

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