Global beer Brand, Heineken, is to be Riot Games’ new sponsor of the Brazilian League of Legends Championship (CBLOL) for the next two years, promoting its non-alcoholic brand, Heineken 0.0.
An announcement from Riot Games said that the choice of Heineken 0.0 as featured brand fits with the message that Heineken is looking to promote to the Brazilian esports following, in that “Heineken is for players who appreciate quality beer but do not want to give up on highly competitive performance.”
Heineken has also acquired naming rights for the trophy awarded to the ‘Craque da Galera’ (best player) as voted by the viewing audience. chosen by the audience (Craque da Galera, in Portuguese), featured in a ceremony at the end of the year.
The Heineken deal is the second this spring secured by Riot Games for its Brazilian League of Legends circuit, with banking group Santander recently confirming a five-year agreement to support the CBOL and its Academy Division.