Miller Lite and Complexity Gaming Expand Partnership to Merchandise, Diverse Players Series

Beer brand is among major marketers taking an interest in esports

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Texas-based Complexity Gaming just inked a one-year renewal and expansion of its partnership with Miller Lite as brands continue to grow their relationships with esports companies and teams.

The companies plan to develop a limited-edition merchandise collection and create additional content, including a series centered on amplifying minority players. Complexity reported 22% growth in content audience viewership YoY.

“Our relationship with Miller Lite has continued to grow organically well into year three of this partnership,” said Bee Yancey, senior director of partnerships at Complexity Gaming in a statement.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in