eSports

Mahou San Miguel Non-Alchohoic Beer Mahou 0,0 Tostada Sponsors Superliga

Spanish brewing company Mahou San Miguel and Mediapro’s LVP announced that non-alcoholic beer Mahou 0,0 Tostada will become a sponsor of the Superliga, the top League of Legends competition in Spain. While Mahou San Miguel has sponsored a number of traditional sports over the years, this is the first time the company has partnered with an esports organizer.

Financial terms of the deal were not disclosed.

Mahou San Miguel will work with Superliga organizer LVP to create marketing opportunities, promotions, create content and activations. For example, one of the planned activations includes giving fans the opportunity to join casters in making predictions or participating in the official celebrations of the competition, assuming live audiences are allowed in 2021. The company said it is also planning “several other initiatives to provide added value to the community and help maintain the competition’s growth,” but did not elaborate further.

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

The new season of the League of Legends Super League begins Jan. 18, and will feature the 10 best League of Legends teams in the country. Games are to be played every Monday and Thursday from 6 p.m. ET and broadcast online via LVP’s Twitch channel and on television, via UBEAT.  


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