Heineken 0.0 becomes official beer partner of VCT Americas

Heineken VCT Americas partner

Heineken 0.0 is now the official beer partner of VCT Americas, and will also be the presenting sponsor of the Valorant’s Icebox map.

Heineken 0.0 becomes official beer partner of VCT Americas

According to a recent announcement, the non-alcoholic beer Heineken 0.0, manufactured by the Dutch brewing company Heineken, has been named the official beer partner of VCT Americas. However, Heineken 0.0 will serve as more than just the league’s official beer partner; it will also serve as the “presenting sponsor” of the Icebox map.

During VCT Americas, whenever the Icebox map is chosen or played, the stream will have “enhanced branding” for the drink, which will include “additional Easter eggs” to come. Choosing to be the presenting sponsor for Icebox is a smart move, given how common it is to say that a beer is “ice cold,” regardless of how much alcohol is in it.

Icebox was the third most popular map during VCT LOCK/IN 2023, with a total of 12 plays, trailing Pearl (16) and Haven (13). Following the CBLOL, the primary Brazilian League of Legends league, this is the second Riot esports program to be sponsored by Heineken 0.0. During the CBLOL 2022 grand final, Heineken 0.0 provided the halftime entertainment.

While sponsorships promoting alcoholic beverages are prohibited by Riot, as are products that encourage gambling and tobacco use, among other things, Heineken can avoid this by advertising with a non-alcoholic beverage.

VCT Americas league play will officially begin on April 1 at 2pm CT from the Riot Games Arena, with Sentinels taking on 100 Thieves.

About Valorant Champions Tour

The Valorant Champions Tour (VCT) is a global competitive esports tournament series organized by Riot Games, the game’s developers, for the video game Valorant. Throughout each season, the series hosts multiple events, culminating in Valorant Champions, the tour’s highest level event. The VCT was announced in 2020, with the inaugural season taking place in 2021.