Esports

Twitch and Bud Light Partner for Tekken 7 Beer League Amateur Series


Mentioned in this article

  • Twitch and Anheuser-Busch InBev have partnered for a Bud Light Beer League focused on Tekken 7.
  • The amateur competition will award $15K USD, and send the winner to the Tekken World Tour Last Chance Qualifier in Bangkok, Thailand.
  • The partnership also includes a Gold-tier Tekken World Tour sponsorship, as well as Bud Light media placement during Overwatch League streams.

Twitch and Anheuser-Busch InBev have announced a partnership between the streaming platform and the brewing giant’s Bud Light brand, with a focus on fighting game Tekken 7.

The deal includes a Gold-tier sponsorship of Bandai Namco’s Tekken World Tour, beginning with this weekend’s Summer Jam event in Essington, Pennsylvania. The sponsorship runs through the end of the season, with the Tekken World Tour Finals taking place in Bangkok, Thailand, on Dec. 7-8.

That partnership will also spawn the Bud Light Beer League: Tuesday Throwdown amateur tournament series, a weekly online Tekken 7 competition that will award a $15K total prize pool and culminate in a finals at Twitch headquarters in San Francisco. The series—which is for players 21 and older—will run into November, with the eventual winner gaining entry and travel accommodations to the Tekken World Tour Last Chance Qualifier in Bangkok.

“Having Bud Light back in gaming and esports is fantastic,” said Twitch senior director of global sponsorships Nathan Lindberg, in a release. “As an early investor in the space, the brand has built strong equity already, and with this renewed effort will surely become, once again, a top brand channel on Twitch.”

Twitch’s Bud Light partnership also includes media placement during Overwatch League streams. According to Lindberg, that deal began with Stage 3 of the current season (which started in June) and runs through the upcoming finals. Bud Light Canada will also produce additional another eight episodes of its “Game Over” esports recap series, which this time will also run on Bud Light’s U.S. Twitch channel.





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