FRISCO, Texas — May 15, 2019 — Complexity Gaming, one of North America’s most elite and longest standing esports organizations, today announced a partnership with MillerCoors, which designates Miller Lite as the exclusive alcoholic beverage of Complexity.
“We couldn’t be more excited to welcome MillerCoors to the Complexity family,” said Daniel Herz, Chief Revenue Officer, Complexity Gaming. “The company’s desire to dig-in and learn fans’ wants and needs makes MillerCoors an ideal partner. Together, we will take the time to truly invest in the gaming community and culture, so we can better support and enhance gamers’ experiences, rather than change behaviors.”
The strategic partnership between the two organizations contains a number of exciting elements, including sponsorship of the Miller Lite Player Lounge within Complexity’s highly anticipated new headquarters, the GameStop Performance Center (GSPC). The Miller Lite Player Lounge will be a dedicated area for players to relax with one another as well as with coaches and the management team. The private space will also feature a video wall, where Complexity can watch and support other esports teams during competitions. Additionally, Miller Lite beer will be available on tap for of-age players to celebrate big wins responsibly.
Complexity and Miller Lite will also work together to develop an original content series where Complexity players and influencers will share their best esports stories. To engage the local community, Miller Lite will host watch parties at the GSPC throughout the year, where fans can come together to support Complexity teams as they compete in tournaments around the world. Complexity’s of-age players and influencers will also receive care packages with Miller Lite products and co-branded merchandise.
“We have spent the last year and half learning as much as possible about the gaming space and introducing ourselves to the community through influencer activations and live-stream media partners,” said Anup Shah, vice president of marketing for the Miller family of brands.” “While the reception we have received to this point has been nothing but positive, we want to extend our presence in an authentic way and believe that Complexity is the right partner to help us do that.”
This partnership with MillerCoors exemplifies Complexity’s dedication to advancing the esports industry and creating meaningful esports partnerships. As MillerCoors makes its most significant investment in the esports space, Complexity will help MillerCoors navigate the complex landscape and better understand where the alcoholic beverage company can grow as an organic part of the community. The partnership will emphasize the two companies shared focus on family, celebration, and original content.
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About Complexity Gaming
Complexity Gaming is one of North America’s longest standing and most successful esports organizations, now owned by Jerry Jones of the Dallas Cowboys and investor John Goff. The esports organization is led by Founder and CEO Jason Lake, considered by many to be one of the founding fathers of esports in North America. 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 MillerCoors
Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers, flavored malt beverages and ciders, steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company brew national favorites such as Miller Lite, Miller High Life, Coors Light and Coors Banquet. MillerCoors also proudly offers beers such as Leinenkugel’s Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company, and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company, founded in 1995. Beyond beer, MillerCoors operates Crispin Cider Company, an artisanal maker of pear and apple ciders using fresh-pressed American juice, and offers pioneering brands such as the Redd’s franchise, Smith & Forge Hard Cider and Henry’s Hard Sodas. Tenth and Blake Beer Company, our craft and import division, is the home to craft brewers Hop Valley Brewing, Revolver Brewing, Saint Archer Brewing Company and the Terrapin Beer Company. Tenth and Blake also imports world-renowned beers such as Italy’s Peroni Nastro Azzurro, the Czech Republic’s Pilsner Urquell and the Netherlands’ Grolsch. MillerCoors, the U.S. business unit of the Molson Coors Brewing Company, has an uncompromising dedication to quality, a keen focus on innovation and a deep commitment to sustainability. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter at @MillerCoors.