Miller Lite is getting into esports, forming its first partnership outside of traditional sports. The beer brand wants to reach the 26% of 21-36-year-olds who say they're avid followers of esports by becoming Complexity Gaming’s exclusive alcohol sponsor. As part of the sponsorship, the beer brand will be hosting a lounge space at the team’s headquarters, airing a content series about the players, and hosting watch parties for 21+ Millennial fans. (Adweek)
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