Desperados 0.0% becomes LEC regional partner

Riot Games has announced a partnership with the Desperados 0.0% brand. As part of the deal, the beer brand owned by Heineken becomes a regional partner of the LEC tournament series in Germany for the entire 2023 season. The parties intend to create unique content, but specific details are not disclosed.

Desperados 0.0% is very proud to be the first national beer partner of the LEC in the German market. Just like our slogan promises "0.0% alcohol, 100% pleasure", we believe that no one should compromise with or without alcohol on enjoyment, whether it's at a house party, a festival or watching exciting matches. LEC. The important thing is that you enjoy it with other like-minded people – either virtually or in person, allowing the amazing taste to enhance the amazing moment. For the LEC audience, welcome to the Desperados tribe!

Pablo Chabot, Marketing Director for Heineken Germany

It is reported that the deal was concluded through the mediation of the sports agency SPORTFIVE. The Desperados 0.0% brand will be featured in live broadcasts of matches in German, offering viewers contests and unique offers. In addition, the company will give away ten tickets to the LEC Finals 2023 among the fans. Previously, a similar agreement was signed between the LCS series and Bud Light.

It is noteworthy that Desperados 0.0% becomes the first beer partner of the LEC series, thus breaking the established rules.

Note that LG's UltraGear brand has recently become a partner of the LEC series again, concluding an agreement for the entire 2023 year. Riot Games also announced a partnership with poster maker Displate and extended its deal with KIA.