Complexity Gaming renews partnership with Miller Lite

North American esports organization Complexity Gaming has announced a renewed partnership with alcoholic beverage company Miller Lite. It should be noted that the parties have been cooperating for the fourth year in a row, and this is one of the oldest deals in North America.

Miller Lite is thrilled to expand its strategic partnership with Complexity Gaming. Miller Time is about connecting with friends and family over an ice-cold beer, and we know games provide opportunities to develop those same connections. As a leading esports brand, Complexity Gaming has been a phenomenal partner in helping bring these moments to the gaming community.

James Nanni, Senior Marketing Manager at Miller Lite

The Miller Lite Players' Lounge, located at the Complexity Gaming headquarters, which borders the Dallas Cowboys, will remain a Miller Lite sponsored facility. In addition, the company will introduce a video wall where Complexity Gaming teams can watch other esports teams compete.

We have built a strong partnership with Miller Lite since 2019 and we are excited to expand our collaboration with one of the world's most famous brands. Partnerships are a key component of our growth strategy that helps increase our recurring revenue opportunities. Leading brands like Miller Lite are constantly coming to the GameSquare family of companies due to our ability to connect brands with gaming and esports fans through our vertically integrated platform of esports teams, digital agencies, media networks, content production and product design resources.

Justin Kenna, GameSquare CEO

The North American club is also currently partnering with a number of other companies, including Lenovo, Twitch, ARterra Labs, Dairy MAX and US Army. At the same time, major agreements began to appear after the acquisition of the club by GameSquare in June 2021.