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The NBA 2K League on Friday will announce that Anheuser-Busch has signed on to make Bud Light the official beer of the esports series. Terms were not revealed for the deal, and the sides say that activation plans will be announced at a later date. A-B Head of U.S. Marketing Nick Kelly, who hinted at the deal in an interview with SBJ in June, said in a statement, “As we continue to expand our footprint in esports, it is important to align yourself with great partners and Bud Light becoming the official beer partner of the NBA 2K League does just that.”
Other partners of the league include AT&T, Dell, Facebook, Snickers, Twitch and YouTube. The league’s ’19 finals weekend starts tonight with a NBA 2K League showcase tournament that will include league players as well as influencers in a pro-am type event that will take place at the league studio’s on Long Island and be streamed on Twitch and YouTube.
Adam Stern is a writer for Sports Business Journal, where this article first appeared.
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