Bud Light Partners With Fnatic for European Activation, Promotion – The Esports Observer|home of essential esports business news and insights

Bud Light announced Monday a partnership with UK-based esports organization Fnatic that includes a new ad, an online ad campaign, and a product activation aimed at European fans.

Financial terms were not disclosed.

The new 30-second ad features Fnatic pro FIFA player Harry Hesketh alongside Bud Light mascot, the Bud Knight, who “seemingly perished in the Game of Thrones-inspired Bud Light Super Bowl advert last year.” The ad will air on Bud Light social channels and Fnatic YouTube and Twitch channels until December.

The partnership also includes an on-pack promotion in Europe featuring a scannable code for a chance to win a “gaming night to remember with a Fnatic Pro player” or the chance to win one of 100 Fnatic Reach headsets.

While this is the first wide-scale partnership with Fnatic in Europe for the AB InBev brand, Bud Light has collaborated with the organization before:  last year it hosted a League of Legends Worlds Finals watch party at the Clapham Grand in London.

In January Bud Light signed a multi-year partnership deal with Riot Games to serve as the official beer of the League of Legends Championship Series (LCS). In the past it has sponsored events with Activision Blizzard, LA Valiant, Twitch, and Magic Gaming, among others.

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