The Spanish esports organization Team Heretics have announced their new sponsor, San Miguel. The brewery intends to explore new areas of marketing by entering esports with this sponsorship. Their announcement is set on the theme “explore new limits”, as they set up this storyline with a promo video. In the official announcement San Miguel’s Marketing director Miguel Cabrero stated:
“In our eagerness to explore, San Miguel is introduced in this new territory as a pioneer beer to capitalize on esports, and to spread, in this way, the enjoyment of exploring and sharing.”
It is still fairly uncommon to see alcoholic beverages enter esports. So far only a few alcoholic beverages have entered esports, like beer brands Bud Light and Warsteiner. Warsteiner has sponsored the German ESL League “ESL Meisterschaft” in the past and Bud Light has stream team with personalities from multiple games such as Echo Fox’ Fighting Game star Justin Wong or Hearthstone streamer Hafu.
Esports organizations such as ESL traditionally have been against the promotion of any kind of “18+” sponsorships which resulted in an uproar of negative feedback when Team YP tried to field Counter Strike Global Offensive and League of Legends rosters. However, since the LVP is not directly run by Riot Games it should not have any kind of conflicts with Riot Games.
The Spanish team currently fields rosters in League of Legends, Clash Royale, CS:GO and Call of Duty. The Spanish teams plays in the highest Spanish League of Legends league, the Liga de Videojuegos (LVP).
