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Miller Lite is getting into esports, forming its first partnership outside of traditional sports.

May 17 2019

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)