• Bud Light launches first ever beer and esports on-pack promotion in Europe
  • Available across grocery, convenience, and independent channels from 9 November  

Bud Light, a proud part of Budweiser Brewing Group UK&I’s portfolio, has partnered with Fnatic, the most successful esports team of the last decade, to launch the first ever beer and esports on-pack promotion in Europe.

Esports – professional competitive video gaming – has a significant fan base. Tournaments had more than 800 million viewers globally in the last year, with 7.3 million people watching esports in the UK.[1] Covid-19 lockdown restrictions, which saw many of us spend more time at home, have helped further boost its popularity – esports daily average viewers increased 65% over lockdown, and hours watched grew 31%.[2]

Bud Light has partnered with iconic global esports team Fnatic for a first-of-its kind esports on-pack promotion, available across grocery, convenience and independent channels from 9 November. Shoppers can win one of 100 Fnatic React headsets, as well as a chance to enjoy a gaming night with a Fnatic Pro player. To find out whether they’re one of the lucky winners, shoppers need to enter their on-pack code into the website: budlightesports.co.uk

To support the on-pack promotion, Bud Light has also teamed up with fan favourite, professional player and creator for Fnatic – Harry Hesketh – in a brand new 30-second video. The video also features the respawned Bud Knight, who seemingly perished in the Game of Thrones-inspired Bud Light Super Bowl advert last year. It will appear across Bud Light social channels, on Fnatic’s YouTube page and on Twitch from now and through December.

Continuing to attract younger and more affluent shoppers than other standard lager brands,[3] Bud Light is the perfect partner for esports, whose core fan base in Britain is 18-24s.[4] The targeted social media ads around the campaign will reach 94% of 18-30 year olds 19 times, helping drive esports fans and consumers alike into store.

Bud Light is no stranger to the global esports community, having been named as a partner and official beer of the League of Legends Championship Series (LCS) in the US, earlier this year. Bud Light also collaborated with Fnatic last year to host one of the country’s biggest viewing parties for the League of Legends World Finals at the Clapham Grand in London.

The partnership will also help retailers unlock increased revenue with a strongly performing beer brand. During the lockdown period, Bud Light grew consistently in value ahead of beer and cider, standard lager and premium light lager.[5] The brand also drove the most absolute volume growth in the Premium Light segment of standard lager, compared to last year.[6]

Martina Isella, Sr Brand Manager, Bud Light says: “We are so excited to be the first beer brand and the first FMCG brand in Europe to partner with Fnatic – one of the most iconic and successful teams in esports history – to bring our esports promotion on pack.” 

“We want to help our customers make the most of the growing popularity of esports, driving its highly engaged and loyal community of fans into store. And we want to do so the Bud Light way – with a fun campaign that offers esports fans a series of fantastic prizes. Who knows, one of our winners might become the UK’s next big esports star!”

Glen Calvert, COO at Fnatic says: “Esports is already loved by many around the world and we are thrilled to be partnering with a fun and light-hearted brand like Bud Light to help us raise awareness of this fantastic sport to the masses. The prizes on offer are really exciting for anyone who’s passionate about esports, or indeed anyone who is keen to get involved in this growing community of fans.” 

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