Renewed and Expanded Partnership to Deepen Miller Lite’s Stake in Esports and Gaming
FRISCO, Texas – March 10, 2022 – Complexity Gaming, a GameSquare Esports company and one of North America’s longest-standing esports organizations, today announced an extended partnership with Miller Lite to develop a limited-edition merchandise capsule and expand the scope of its current content offering. The partnership will see a renewed focus on supporting and amplifying minority voices in gaming.
“Our relationship with Miller Lite has continued to grow organically well into year three of this partnership,” said Bee Yancey, Sr. Director of Partnerships at Complexity Gaming. “We’ve had great success with Miller Lite creating engaging content and brand activations and look forward to expanding further into merchandise and developing positive social initiatives for the gaming ecosystem.”
As part of the extended agreement, Complexity and Miller Lite will design a co-branded merchandise capsule paying homage to the two companies long-standing partnership. The collection will include a jersey, hoodie, t-shirt, hat, and more. The limited-edition apparel will be released on Complexity’s new ecommerce shop in the coming weeks.
Complexity and Miller Lite will introduce a new initiative designed to support diverse gaming communities. Miller Lite will work closely with Complexity’s diverse roster of talent to create content for of-age gamers and ensure minority voices in gaming are heard, welcomed, and supported in the space. As part of this, Complexity and Miller Lite will host a series of special streams dedicated to Unsung Heroes, including LGBTQ+, LATINX, women, and charitable initiatives. In March, the pair will celebrate Women’s History Month with a special stream featuring Complexity’s content creators to promote female empowerment in gaming and streaming. Fans can catch all streams on Miller Lite’s official Twitch channel.
“Miller Lite is a fan of gaming, and we know our fans are too,” said James Nanney, Sr. Marketing Manager at Miller Lite. “Complexity has been an incredible partner to help us form meaningful connections amongst this audience the same they would over an ice-cold beer.”
The expanded partnership builds upon Complexity and Miller Lite’s existing relationship, which kicked off in 2019. The initial agreement saw Miller Lite designated as the exclusive alcoholic beverage of Complexity Gaming and sponsor of the Miller Lite Player Lounge at Complexity’s headquarters. Complexity and Miller Lite have since partnered to enhance Miller Lite’s branding efforts across social media and tackle multiple livestream initiatives such as Squad Streams and Last Round Streams designed to further integrate Miller Lite with esports audiences.
Thus far, the partnership has seen nine Miller Lite sponsored streams featuring top Complexity talent as well as VIP parties hosted in the Miller Lite Player Lounge. The Miller Lite Player Lounge continues to be used as a space for players and management to unwind during major tournaments and training bootcamps.
For updates on the Complexity and Miller Lite merchandise drop, please follow @Complexity on Twitter.
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About Complexity Gaming
Complexity Gaming, a GameSquare Esports Inc. subsidiary, is one of North America’s longest-standing esports organizations. Complexity’s esports teams have won more than 140 championships in nearly 30 game titles over its 15+ year history. Staunchly committed to passion, professionalism, and a player-first mentality, Complexity has been continuously recognized as a global leader in modern esports. For more information on Complexity, visit http://complexity.gg and follow the organization on Twitter, Instagram, YouTube, TikTok and Facebook.
About GameSquare Esports Inc.
GameSquare Esports Inc. (CSE: GSQ) (OTCQB: GMSQF) (FRA: 29Q1) is a publicly traded international gaming and esports company headquartered in Toronto, Canada. The Company is seeking to acquire additional assets and entities serving the gaming and esports markets and, more broadly, in sports and entertainment. GameSquare owns a portfolio of companies including Code Red Esports Ltd., an esports talent agency serving the UK, Reciprocity Corp. (“Reciprocity”), which provides the Company access to Asia, Latin America and North America, NextGen Tech, LLC (dba as Complexity Gaming), a leading esports organization operating in the United States, and, most recently, Swingman LLC (dba Cut+Sew and Zoned), a gaming and lifestyle marketing agency based in Los Angeles, USA. Reciprocity’s gaming and esports assets include: a CrossFire franchise in China that it owns with its partner LGD Gaming, a 40% interest in a League of Legends team that competes in Latin America, and its wholly owned subsidiary
About Miller Brewing Company
Miller Brewing Company was founded in 1855 by Frederick J. Miller when he purchased the Plank Road Brewery in Milwaukee, a city he chose as the best place for a brewery given its access to great water. Miller Lite, the original great-tasting light pilsner beer, (MillerLite.com, Facebook.com/MillerLite, @MillerLite on Twitter, YouTube.com/MillerLite) was introduced nationally in 1975 and is among the top-five selling beers in the United States. The brewery’s oldest enduring beer is Miller High Life (MillerHighLife.com, Facebook.com/MillerHighLife, @MillerHighLife on Twitter). Known as the Champagne of Beers, it was introduced in 1903 and still is brewed with the same yeast strain that Miller carried in his pocket from Germany. Miller Genuine Draft (MGD.com, Facebook.com/MillerGenuineDraft, @Miller_Global on Twitter), introduced in 1986, is the original cold-filtered, packaged draft beer. Miller Brewing Company is part of the North America business unit of Molson Coors Beverage Company. Learn more at MolsonCoors.com, at Facebook.com/Molsoncoors or Instagram and Twitter through @MolsonCoors.