Fnatic continues to roll along by re-teaming with Bud Light


Fantic/Bud Light

One of the biggest esports organizations in the world continues to expand its sphere of influence this fall. In a blast from the past, Fnatic has teamed with Bud Light.

U.K.-based Fnatic has been busy as 2020 rounds the bend towards the holiday season. You might recall the esports powerhouse signing English rapper Not3s to an influencer deal a couple of weeks back. And for climbing into bed on the Fortnite field with Italian coffee behemoth Lavazza.

Now Fnatic has turned its attention Stateside to one of the beer industry’s biggest players.

Fnatic and Bud Light

FNATIC and Bud Light have announced a deal designed to raise the profile of both iconic brands in Europe.

Specially marked cases of Bud Light—which is brewed by Anheuser-Busch—will feature codes to win a gaming session with a pro from the FNATIC team. Those who’d rather avoid human contact whenever possible can take solace in the fact that Fnatic Reach headsets are also up for grabs.

In return for the beer-box branding, Anheuser-Busch gets to see Bud Light mascot Bud Knight splashed all over Fnatic’s social media platforms and YouTube and Twitch channels.

In a press release Fnatic chief operating officer Glen Calvert said “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.”

Bud Light reaches new demographic

Bud Light brand manager Martina Isella meanwhile suggested that the deal will help one of America’s oldest breweries, Anheuser-Busch, reach a new demographic.

It’s not the first time Fnatic has teamed with Bud Light. The two organizations previously collaborated on a Super Bowl commercial last year. In that commercial,  Bud Knight was seemingly smoten to the afterlife in a sequence set in a world not unlike that of Game of Thrones.

“This year we wanted to make sure we were reaching our target audience of 18 to 30-year-olds by modernizing beer through culture and fun,” Isella said in the release. “We needed something that was more relevant than ever for this group, and esports is a growth phenomenon and one of the most rapidly growing passion points for this age bracket.”

Mike Usinger once took the better part of two years to finish Grand Theft Auto. Over the course of his career he has written about everything from eSports to music to movies to travel.

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