Heineken 0.0 Becomes Official Beer Partner and Presenting Sponsor of Icebox in VCT Americas
The VCT Americas league has gained significant attention and is expected to garner high viewership. With such excitement, it is no surprise that sponsorship opportunities have emerged. However, one sponsor stands out from the rest.
Heineken 0.0, a non-alcoholic beer produced by Dutch brewing company Heineken, has been announced as the official beer partner of VCT Americas. In addition to this designation, Heineken 0.0 will also serve as the “presenting sponsor” of the Icebox map.
Whenever Icebox is chosen or played during VCT Americas, viewers can expect to see “enhanced branding” of Heineken 0.0. The stream will feature “additional Easter eggs” related to the beverage. This choice is particularly clever as it plays on the common association of enjoying an “ice cold” beer, regardless of its alcoholic content.
During VCT LOCK//IN 2023, Icebox was the third most frequently selected map, having been played a total of 12 times. It falls behind Pearl with 16 plays and Haven with 13.
Heineken 0.0’s sponsorship of VCT Americas is the second collaboration between the brand and Riot Games. Previously, Heineken 0.0 presented the halftime show during the CBLOL 2022 grand final, which is the primary Brazilian League of Legends league.
Riot Games prohibits sponsorships that promote alcoholic beverages, gambling, tobacco usage, and other similar products. However, Heineken can avoid these restrictions by advertising its non-alcoholic beverage.
VCT Americas league play, with its new ice-cold sponsor, will officially commence on April 1. The match between Sentinels and 100 Thieves will take place at 2pm CT in the Riot Games Arena.
VCT Americas, Heineken 0.0, VALORANT league, Icebox map, non-alcoholic beer, sponsorship, Riot esports, CBLOL, Icebox, viewership, advertising.