Complexity Renews Deal With Miller Lite Brand

Credit: Complexity

GameSquare Esports announced Thursday that its wholly-owned esports organization Complexity Gaming has renewed its partnership deal with Miller Brewing Company’s Miller Lite brand for another year. Miller Lite signed a three-year deal with the organization in 2019. Financial terms of the renewed partnership were not disclosed.

Under the terms of the deal, the brand will continue to be the key sponsor of Complexity’s on-site “Miller Lite Player Lounge” within the shared headquarters with the Dallas Cowboys at The Star in Frisco, Texas. The new deal will also add a “video wall, where Complexity can watch and support other esports teams during competitions,” according to a release. Miller Lite will also be available on tap for players 21-years-old or older and the brand will be featured on some “Complexity streams, social media posts, and merchandising.”

Miller Lite is one of several partners for Complexity gaming; other partners include ARterra Labs, LEGION by Lenovo, Twitch, the United States Army, and Dairy Max.

Complexity as an organization is a mix of professional players and high-profile content creators such as Tim “TimTheTatman” Betar, Call of Duty content creators the “Baka Bros,” and Dennis “Cloakzy” Lepore. The organization currently competes in Counter-Strike: Global Offensive, Rocket League, Fortnite, FIFA, Apex Legends, and Halo, among others.