Miller Lite Sponsors Its First Esports Team as More Big Brands Support Competitive Gaming

Complexity is a sibling of the Dallas Cowboys

MillerCoors is hoping to attract a new and growing audience with its first sponsorship in the world of esports.

The Chicago-based beer company said today that Miller Lite will be the exclusive alcohol brand for Complexity Gaming, the esports sibling of the Dallas Cowboys. The partnership is a first outside of traditional sports for Miller, and will include a sponsored lounge at Complexity’s headquarters as well as a new original content series that will feature Complexity’s players talking about their favorite esports memories.

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