SBC News Voice of the Sports Betting Industry
Bud Light is the latest non-endemic brand making big moves into esports as it’s been announced that the company will sponsor a group of esports players to form the Bud Light All-Stars group. 
Bud Light will reveal the initial list of potential players at DreamHack Austin which starts on Friday 6th May. The company will be looking for players from the top esports titles including CS:GO, Dota 2, Hearthstone and Heroes of the Storm.
As keen advocates of the democratic process Bud Light will open up the decisions to the fans after the list of potential players is released. Voting will take place over the course of almost a month, between May 7th and June 4th, with the five selected players being announced on June 14th at E3.
Jesse Wolford, Bud Light Digital Sports Marketing Manager said: “This is such an exciting area for us. The growth in (eSports) is huge and this is really the right time for us to get in. We have identified it as a great space because, similar to how we identify in the NFL with fans, eSports fans have that same passion.”
Alex Lambrecht, Bud Light Vice President stated: “We are a brand that connects with fans across sports and we’re always looking forward to those new opportunities that will help us to engage and connect with consumers going forward.”
He continued: “This is an ongoing program. It speaks to the DNA of the community and how the community is engaging with each other. There’s a lot of learning from other sports arenas but it’s very important that we make it very authentic to eSports.”
