eSports & Gaming

NBA 2K League toasts Bud Light deal

AB InBev brand named official beer of the basketball esports competition.

by Ed Dixon

NBA 2K League toasts Bud Light deal

The NBA 2K League has named Bud Light as its official beer partner.

The agreement with the National Basketball Association’s (NBA) esports competition builds upon a 20-year relationship between the basketball league and US brewing company Anheuser-Busch.

Terms of the deal were not revealed, with specific partnership activations set to be announced at a later date.

Nick Kelly, head of US sports marketing at Anheuser-Busch, said: “The NBA has been a tremendous partner for Anheuser-Busch already and aligning with one of the most exciting esports leagues out there positions us great for the future as we continue to see the esports space grow.

“Bud Light was one of the first adopters of esports years ago and this NBA 2K League sponsorship is another pillar of the brand’s overall esports strategy.”

The deal is the latest foray into esports for the Bud Light brand. In April, it was named the official beer sponsor of Activision Blizzard’s Overwatch League for the remainder of the 2019 season.

In June, Anheuser-Busch also filed a trademark for the phrases ‘the official beer of esports’ and ‘the official beer of gaming’ to use in advertising and retail.

The NBA 2K League’s other partners include Snickers, AT&T, Dell, Intel and Twitch. Additionally, the competition named Tencent as its first distribution partner in China as it looks to widen its global reach.

The announcement coincided with the 2019 NBA 2K League Finals over the weekend, which were won by T-Wolves Gaming, the esports affiliate of the Minnesota Timberwolves.