TNL Take: 2016 saw Bud Light make its first foray into esports with their All-Stars sponsorship. While that program wasn't perfect, Bud Light tripled down on their investment in 2017 with a deeper integration and revamped All-Stars.
To kick off the new year, Bud Light and Collegiate Star League have partnered to bring events to Canadian campuses.
The "End Game,” is a series of fighting game tournaments with a $1,000 prize pool per event. The tour will hit 8 bars near selected colleges and includes their respective esports club.
While the program is for only two months, this is Bud Light's second esports partnership in Canada. With the Canadian drinking age at 19, Bud Light has more leeway for partnerships than in the United States.