Bud Light launches on-pack promo with esports legends Fnatic

Bud Light has launched the first ever beer and esports on-pack promotion in Europe.

Partnering with Fnatic, the most successful esports team of the last decade, the promotion offers the chance to win one of 100 Fnatic React headsets, as well as a chance to enjoy a gaming night with a Fnatic Pro player.

Esports – professional competitive video gaming – has a significant fan base, with 7.3 million people watching esports in the UK in the last year. The COVID-19 lockdown restrictions have helped further boost its popularity as esports daily average viewers have increased 65 per cent over lockdown, and hours watched grew 31 per cent.

The promotion is available across grocery, convenience and independent channels from 9 November. Shoppers simply need to enter their on-pack code into a dedicated website to find out whether they’re one of the lucky winners.

Bud Light has also unveiled a brand new video, featuring professional player and Fnatic founder Harry Hesketh to support the on-pack promotion. The 30-second video also features the respawned Bud Knight, who seemingly perished in the Game of Thrones-inspired Bud Light Super Bowl advert last year.

The spot will appear across Bud Light social channels, on Fnatic’s YouTube page and on Twitch from now and through December. The targeted social media ads around the campaign are expected to reach 94 per cent of 18-30 year olds 19 times, helping drive esports fans and consumers alike into store.

“We are so excited to be the first beer brand and the first FMCG brand in Europe to partner with Fnatic – one of the most iconic and successful teams in esports history – to bring our esports promotion on pack,” commented Martina Isella, Sr Brand Manager for Bud Light at Budweiser Brewing Group UK&I.

“We want to help our customers make the most of the growing popularity of esports, driving its highly engaged and loyal community of fans into store. And we want to do so the Bud Light way – with a fun campaign that offers esports fans a series of fantastic prizes. Who knows, one of our winners might become the UK’s next big esports star!”