The Texas-based beer company said today that Miller Lite will be the exclusive alcohol brand for Complexity Gaming, the esports sibling of the Dallas Cowboys.
The partnership is a first outside of traditional sports for Miller, and will include a sponsored lounge at Complexity’s headquarters as well as a new original content series that will feature Complexity’s players talking about their favorite esports memories.
Miller Lite will also host watch parties through the year for Complexity’s fans—at least those who are 21 years old or older.
“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.”
The news comes just weeks after Complexity Gaming unveiled a Cowboys-inspired rebrand as it aims to have esports players earn the same notoriety as traditional athletes.
“We couldn’t be more excited to welcome MillerCoors to the Complexity family,” Complexity Gaming Chief Revenue Officer Daniel Herz said in a statement.