Beer brand Bud Light has strengthened its esports portfolio with the addition of North American CLG to its list of partners.
Terms of the deal were not disclosed, but Bud Light becomes CLG's official partner. Assets around the deal include naming rights for the Los Angeles-based streaming studio, as well as the brand's integration with digital and social platforms.
The integration will feature a partner of LCS virtual viewing parties on the Discord platform, a “Bud Light Cooldown” feature on CLG Twitter account breaking action from the previous weekend's matches, and the entitlement to CLG's digital content series called “Journey.” CLG players will also appear monthly on the Bud Light Twitch channel.
In recent years, Anheuser-Busch has played an increasing role in game sponsorship, including with other partnerships including Twitch, Team Liquid, Fnatic, and the Overwatch League.