Bud Light announced today to expand its sponsorships from traditional sports to the digital realm of esports. The Bud Light All-Stars will land on the scene this spring and bring fans the top North American esports athletes from some of the most competitive games being played today.
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Bud Light will reveal a list of top esports athletes from across North America on May 7 at DreamHack Austin. Anheuser-Busch says that these athletes were carefully selected with experts in the field and are the best of the best from top games in the industry, including Counter Strike: Global Offensive, Dota 2, Hearthstone: Heroes of Warcraft, and Heroes of the Storm.
Bud Light is putting full control in the hands of fans as they will be called on to vote for their favorite esports athlete, and on June 14 in Los Angeles, the top five vote getters will be named as the first-ever Bud Light All-Stars live as Twitch, the world's leading social video platform and community for gamers, streams at E3.
The Bud Light All-Stars will go on to celebrate the passionate fans of esports all summer long by delivering exclusive game streams on Twitch, upgrading on-site experiences at esports events, and providing an all new behind-the-scenes series developed by Machinima that explores everything it takes to become a top esports athlete.
"Bud Light has always been the beer that sports fans – regardless of what they're watching – reach for and enjoy together," said Bud Light vice president Alex Lambrecht. "Esports is a new and exciting frontier for us and we're looking forward to providing another opportunity to bring fans around the country together to cheer for their favorite athlete."
The Bud Light All-Stars will close out their summer events with a celebration alongside fans at TwitchCon 2016 in October by competing in a three-round elimination tournament unlike anything seen before. Each round will contain surprises for the All-Stars as well as the fans cheering them on, and at its conclusion fans will dictate which All-Star will have risen above the rest.
The eSports market is exploding and big brands are jumping on the bandwagon.
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