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Miller Lite elevates minority voices in esports through renewed partnership with Complexity Gaming

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Diving brief:

  • Miller Lite, owned by Molson Coors, has renewed and expanded its three-year partnership with Complexity Gaming. The new deal includes promoting streaming content and limited-edition products, according to information shared with Marketing Dive.
  • As part of the renewed partnership, Miller Lite and Complexity Gaming, the Dallas Cowboys’ sister esports team, will help create gaming content on Twitch that elevates minority voices. The pair will also collaborate on a line of limited-edition merchandise.
  • The partnership focuses on uplifting underrepresented voices in the gaming space, while further tying Miller Lite to a gamer in the esports space.

Overview of the dive:

As part of the partnership, Miller Lite will feature a diverse cast of gamers on its official Twitch channel, which has just over 2,000 subscribers, including members of the LGBTQ community, Latinx community, and women. The first broadcast was on March 8 and was in honor of Women’s History Month. It shot 459 views.

Miller Lite’s decision to deepen its relationship with Complexity Gaming helps firmly establish the brand in this space, while adding tactics that may appeal to younger consumers, such as exclusive products and a focus on minority groups. The initial partnership in 2019 made Miller Lite the official alcoholic beverage of Complexity Gaming and the official sponsor of the Miller Lite Player Lounge at Complexity’s headquarters in Frisco, TX. Since then, Miller Lite has sponsored nine streams featuring Complexity Gaming talent.

“Our relationship with Miller Lite has continued to grow organically in the third year of this partnership,” said Bee Yancey, Senior Director of Partnerships at Complexity Gaming. “We’ve had great success with Miller Lite creating engaging content and brand activations and look forward to further expanding into merchandise and developing positive social initiatives for the gaming ecosystem.”

Esports has witnessed significant growth during the COVID-19 pandemic, with market revenue increasing from $947 million in 2020 to $1.08 billion in 2021. By 2024, market revenue is expected to reach $1 $.6 billion. This emerging space has become a key way to reach young consumers. The majority of esports watchers are between 18 and 34 years old. Additionally, the gaming space is becoming more diverse, with approximately 45% of players being women.

The emerging esports space is one that many marketers are focusing on. Convenience store chain 7-Eleven recently partnered with Rocket League, and Crypto.com is the first global marketing partner of Twitch Rivals, a platform where Twitch streamers can compete against each other.