Heineken 0.0 takes another important step in the journey in the world of games and now presents Gaules, greater streamer of Brazil, as a partner. The bond made makes the brand the official beer of the Tribo and reinforces its pioneering positioning, presenting players Heineken 0.0 as the ideal alternative to enjoy a quality beer without sacrificing performance during disputes, as it is a zero alcohol product.
With more than three million followers on his Twitch channel, Alexandre Borba, known as Gaules, dominates the current scenario of streaming National and international. It recently broke a global record, becoming now the holder of the largest live of the internet, with 710 thousand simultaneous viewers on this platform. Accompanied by Tribo — the name given to the community of fans and followers — Gaules habitually transforms his broadcasts into a relaxed and fun environment, making the Esports an opportunity for connection and entertainment, even for people who are not used to this medium.
The contract provides for the exposure of the Heineken 0.0 brand, exclusive broadcasts, as well as insertions on the social networks Instagram and Twitter of Gaules e Tribo, in addition to special content that will be developed together and announced soon.
Eduardo Picarelli, director of the Business Unit of the Heineken brand in Brazil, comments:
”Heineken 0.0 arrived in Brazil in 2019 and we are taking big steps to be pioneers and lead the first Heineken gaming platform in the world through partnerships with Gaules, Tribo, CBLOL and iRacing competitions. Sealing these bonds allows the brand to integrate a new ecosystem, generating entertainment and relevant experiences for the players who follow and participate in the competitions. In addition to presenting the quality attributes of Heineken 0.0 in an innovative way to this audience that appreciates the taste of a good beer, but not necessarily the effects of alcohol in a context that demands performance.”
For Gaules, the partnership with Heineken 0.0 adds visibility to the reality that is the investment of non-endemic brands in the world of games. According to him:
“I’m happy to see another giant brand entering the scene ‘head’. Who wins is the community with greater investments, benefits, and as a consequence, an accelerated growth of all of the ecosystem.”
CBLOL, iRacing and Player 0.0
Recently, Heineken 0.0 announced the sponsorship of one of the most followed leagues in the country, the Brazilian Championship of League Of Legends (CBLOL). In addition, continuing the support of the motorsport platform, the year 2022 also marks the entry of Heineken 0.0 into the iRacing tournaments with two championships: Formula Heineken 0.0, developed by F1BC, and Heineken 0.0 Masters of Track, the result of the partnership with IRB E-sports.
Heineken’s debut in virtual motorsport took place in 2021, through a tournament in the Formula 1 game, which had several stages. online and a grand final in person in the Paddock of the Interlagos Circuit during the Formula 1 Heineken Grand Prix São Paulo. “The entry of our zero alcohol beer in virtual games means that we can expand our messages and we still have an opportunity to show gamers that now they can enjoy a good beer before or during a match without compromising performance”, concludes Eduardo Picarelli, director of Heineken’s Business Unit in Brazil.
In addition, responsible consumption is also an important pillar for Heineken. Since 2010, the brand has invested 10% of its advertising media budget in actions that encourage a healthy relationship with alcohol and the goal is that, in 2030, efforts are multiplied so that 100% of consumers are aware of the importance of not drinking. before driving.
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