Esports tournament organiser ESL announced yesterday that Bitburger 0.0%, a non-alcoholic beer brand, will become an official partner of ESL One Germany and all other ESL DOTA 2 events in the country.
This is not the first time that Bitburger has gotten involved in the German esports market, their non-alcoholic beer was a sponsor of ESL Hamburg events and in June of this year they expanded to the national level. The company was named the official “refreshment partner” of the ESL Meisterschaft German National Championship league.
In a press release made in June, Marco Boor, Head of Sponsoring at Bitburger, wrote,
“Esports is an extremely dynamic, growing sport, and from our point of view a sponsorship topic of the future. As a modern company, we always rely on innovative developments and technologies. That is why we got into esports at an early stage and are now very happy to further expand our partnership with ESL.”
The company supplied drinks to the players and staff at the events but due to the ongoing pandemic, the tournament is being held entirely online. They will have extensive advertising on the streams, social media, and all other online portals. The company is also providing sponsored interviews with top players on their social media titled, “Bitburger 0.0% Player Interviews”
ESL One Germany is being produced from a virtual studio and all competitors are taking part in the event online. The qualifying teams are duking it out in the tournament that will last until November 1st. The total prize pool for the event is $400,000.