More than 3.6 million minutes of esports competition on Twitch were watched with Bud Light branding attached during the 2016 Bud Light All-Stars program, and there have been over 433,000 YouTube views of the documentaries made about the Bud Light All-Stars. With a passion to penetrate the market of esports enthusiasts, Bud Light decided to bring its All-Stars program back for a second year with the official announcement coming later today.
“We recognized the importance, scope and opportunity in esports, and we recognized the passion that many esports fans have for the players,” says Eelco van der Noll, Vice President of Experiential Marketing at Anheuser-Busch. “We have a long track record of working with properties of music, sports, all leagues except the NHL and esports is sort of an extension of that.”
Last year, over 8,000 votes were submitted by consumers before the selection of the Bud Light All-Stars team that celebrates the best players from a variety of popular game titles. This year, esports fans can vote on their favorite players from four games – Call of Duty, Counter-Strike: Global Offensive, Hearthstone and Street Fighter V. There are a total of sixteen North American esports players to choose from. The final Bud Light All-Stars roster will be announced in late June.