Spanish developing business Mahou San Miguel and Mediapro’s LVP announced that non-alcoholic beer Mahou 0,0 Tostada will end up being a sponsor of the Superliga, the leading League of Legends competition in Spain. While Mahou San Miguel has sponsored a number of traditional sports throughout the years, this is the very first time the business has partnered with an esports organizer.

Financial terms of the deal were not revealed.

Mahou San Miguel will deal with Superliga organizer LVP to produce marketing chances, promos, produce material and activations. For example, one of the prepared activations includes providing fans the opportunity to sign up with casters in making forecasts or getting involved in the main celebrations of the competition, assuming live audiences are allowed 2021. The business stated it is likewise preparing “a number of other initiatives to provide added worth to the neighborhood and assistance maintain the competitors’s development,” however did not elaborate further.

Mahou San Miguel signs up with a growing list of alcoholic and nonalcoholic drink brands including German brewery Warsteiner, who sponsored ESL One Cologne 2020; German brewery Krombacher, who partnered with SK Gaming to become its main drink partner; China-based Laoshan Brewery, who sponsored RNG’s Dota 2 Squad for The International 9; Chinese alcohol brand name Harbin Brewery, who is a regular sponsor of esports occasions and groups in the area, and Anheuser-Busch InBev brand Bud Light, who has sponsored LCS, Overwatch League, and Jerk occasions in the past.