North American esports organization Complexity Gaming has announced the expansion of its partnership with the Miller Lite brand, a subsidiary of MillerCoors. Note that this is an extension of the agreement between Complexity and Miller Coors.
The parties are expected to work together on merchandise as well as strive to promote inclusivity in esports. As such, Miller Lite and Complexity will be collaborating on a new initiative to support the various gaming communities. In addition, Complexity's talent team will help create content with Miller Lite.
Bi Yancey, Senior Director of Partnerships at Complexity Gaming:"Our relationship with Miller Lite continued to grow organically during the third year of this partnership. We have had great success with Miller Lite in creating compelling content and brand activation and look forward to further expansion in merchandise and developing positive social initiatives for the gaming ecosystem."
Initially, the parties became partners in 2019, and a year later they extended their agreement, adding several new points of cooperation to it.
The upcoming merchandise collaboration, expected to be released through the Complexity web store, will include a jersey, sweatshirt, t-shirt and cap. The partnership section focused on supporting inclusion will be managed by both companies. Complexity and Miller Lite will be hosting a series of livestreams to celebrate diversity.