OUR Heineken® 0.0 definitely enters the world games and esports through a partnership with Campeonato Brasileiro de League of Legends (CBLOL), one of the eSports most followed in the country, and acquires naming rights two virtual motorsport competitions: Formula Heineken® 0.0 and Heineken® 0.0 Masters of Track, the result of partnerships with F1BC and IRB E-sports, respectively. The novelty is in line with the innovative and inspiring DNA of the brand, and its main goal is to activate new points of contact with the public, developing the ideas of responsible consumption and performance, since Heineken® 0.0 is a beer with zero alcohol content and does not affect performance when consumed.
The two-year agreement with Riot Games Brasil, the League of Legends representative in the country, is unprecedented and also a milestone on a global scale, as for the first time the brand is directly connected to the territory of this community in the world. Brazil has one of the most active esports audiences and CBLOL is one of the most iconic championships in the Brazilian competitive scene with an average audience of 200,000 viewers, reaching almost 500,000 during the 2021 finals.
In addition, internationally, the Brazilian public continues to be one of the loudest, with an average of 170,000 Brazilian viewers watching the RED Canids Kalunga games at the same time during the 2021 LOL World Cup and over 250,000 viewers watching the final. championship.
It is suggested that Heineken® 0.0 be present throughout the entire transmission journey and in daily work between stages. Among the activations will be the acquisition naming rights the Craque da Galera trophy, the only CBLOL award determined by fans through digital voting.
“Heineken® 0.0 arrived in Brazil by inheriting the communication platforms from the parent brand and now follows the pioneer in the development of the world’s first Heineken® gaming platform. Being inserted into the universe games allows us to create new, relevant brand experiences for consumers and competitors, and to communicate our messages to new, attentive audiences. and strive for high performance,” commented Eduardo Picarelli, Director of the Heineken® Business Unit in Brazil.
“By partnering with one of the most iconic brands in the beer universe and with a great tradition of supporting sports, we can further showcase the huge reach of esports in Brazil as a market, as well as highlight its potential for brands to connect with new people. , the audience in a more authentic way. Just as we were able to bring the quality and excellence of CBLOL to over 12 million fans in 2021, we are confident that we will be offering the gaming community and esports fans an experience that only Heineken® 0.0 and CBLOL can offer and who reap the rewards together. fruit of a long relationship,” says Carlos Antunes, Head of Esports at Riot Games Brazil.
iRacing
Continuing the development of the brand’s motorsports platform, which began in 2016 through the global sponsorship of Formula 1, Heineken® 0.0 acquires the naming rights to two virtual iRacing championships: Formula Heineken® 0.0 developed by F1BC and Heineken 0.0 Masters. Track, the result of a partnership with IRB E-sports. For Eduardo Picarelli, Director of the Heineken® Brazil Business Unit, partnerships are part of a journey that began last year:
“Our debut in virtual motorsport was with Player 0.0, a proprietary F1 game tournament that featured several online stages and an in-person grand final in the Interlagos paddock during the Heineken® Formula 1 Grand Prix in São Paulo . In addition to high performance through these activations, we aim to continue to promote issues of critical importance to society, such as responsible consumption and the incompatibility of alcohol and driving, and to strengthen Heineken® 0.0 as a safe alternative for this occasion.”
“Our F1BC Formula Heineken 0.0 championship is very exclusive as those who are passionate about speed in games and simulations must be among the top 30 fastest in Brazil in order to qualify for the championship which will bring exclusive Heineken rewards. The arrival of Heineken 0.0 marks the beginning of a new chapter for virtual motorsport as it reinforces the innovative status of our virtual sport and here at F1BC we are proud to be a part of that story.”
“Virtual Motorsport is an e-sport that has experienced exponential growth in recent years, both here in Brazil and around the world. In addition to offering unparalleled competitiveness and realism to those who compete, it is an interactive entertainment platform that offers a unique dialogue with drivers and spectators, bringing together a huge new generation of racing fans. It is a great pleasure for us at IRB Esports to be able to work with a global brand that sets the standard for a unique experience for sports fans. We share the same values of quality, respect, passion, protagonist and responsible fun in the products we create. Therefore, we see Heineken 0.0 as the ideal partner to develop this project with us,” says Guilherme Bantel, IRB Esports Marketing Manager. The race calendar will be announced shortly.
About Riot Games
Riot Games was founded in 2006 to develop, publish and support games with a focus on the player experience. In 2009, Riot released its debut game, League of Legends, to worldwide acclaim. League has become one of the most popular PC games in the world and one of the main drivers behind the explosive growth of esports.
As League enters its second decade, Riot continues to evolve the game, offering players new experiences with Teamfight Tactics, Legends of Runeterra, VALORANT, League of Legends: Wild Rift, and several titles in development. Riot is also expanding the world of Runeterra with multimedia projects including music, comics, board games, and the Arcane animated series.
Founded by Brandon Beck and Mark Merrill and led by CEO Nicolo Laurent, Riot is headquartered in Los Angeles, California and has more than 2,500 rioters in more than 20 offices around the world. Talk to us in the comments and let us know if you liked this news and take the opportunity to read more news on our website.
Source : Married Games
