A Heineken 0.0 definitely enters the universe of games and Esports through partnerships with the Campeonato Brasileiro de League of Legends (CBLOL), one of esports most followed in the country, and acquires the naming rights of two virtual motorsport competitions: the Formula Heineken 0.0 and the Heineken 0.0 Masters of Track, the result of partnerships with F1BC and IRB E-sports respectively. The novelty is in line with the brand’s pioneering and aspirational DNA, and its main objective is to activate new points of contact with the public, developing responsible consumption and performance messages, since the line is a zero-alcohol beer and does not impact performance. when being consumed.
The two-year agreement with Riot Games Brasil, League of Legends representative in the country, is unprecedented, and is also a milestone on a global scale, as it is the first time the brand has directly connected with the territory of this community in the world. Brazil has one of the most engaged audiences with Esports and CBLOL is one of the most iconic championships in the Brazilian competitive scene, with an average audience of 200 thousand spectators, reaching almost 500 thousand during the 2021 finals. In addition, internationally , Brazilian fans continue to be one of the most vocal: during the 2021 LOL World Cup, an average of 170,000 simultaneous Brazilian spectators were recorded watching the RED Canids Kalunga games, and more than 250,000 spectators watching the championship finals.
The proposal is for the drink to be present throughout the transmission journey and in the day-to-day between the stages that, starting this month, will be shown in a hybrid format (face-to-face and virtual). Among the activations, there will be the acquisition of naming rights of the Craque da Galera trophy, the only CBLOL award defined by fans through digital voting.
Eduardo Picarelli, director of the Heineken Business Unit in Brazil, comments:
”Heineken 0.0 arrived in Brazil inheriting communication platforms from the parent brand and now follows a pioneer in leading the first Heineken® game platform in the world. Being inserted in the universe of games allows us to create new relevant brand experiences for consumers and competitors, as well as amplifying our messages to a new, attentive audience and engaged to perform high performance.”
Carlos Antunes, Head of Esports at Riot Games Brazil, says:
“By partnering with one of the most iconic brands in the beer universe and with a great tradition of supporting sports, we can show even more the enormous reach of Esports in Brazil as a market and also highlight its potential for brands to connect with new people. audiences in a more authentic way. Just as we were able to bring the quality and excellence of CBLOL to more than 12 million fans in 2021, we are confident that we will offer experiences for the gaming community and Esports fan that only Heineken 0.0 and CBLOL can offer and, together, reap the benefits. fruits of a lasting relationship.”
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