The Alliance between LVP (MEDIAPRO Group) and Mahou will include other novelties in the coming months
LVP (MEDIAPRO Group) and Mahou have reached an agreement whereby non-alcoholic beer Mahou 0,0 Tostada will become the sponsor of the Superliga, the highest League of Legends competition in Spain, with the aim of continuing to offer unique experiences to players and fans and share with them the passion for eSports.
The traditional beer brand has long been a supporter of the sport and its fans and this new deal bolsters its loyalty to eSports, which began two years ago. The Superliga is the most important League of Legends competition in Spain, which in 2020 exceeded 9.5 million accumulated viewers between its spring and summer seasons.
The agreement will involve the brand generating content and experiences, including giving fans the opportunity to join casters in making their predictions or participating in the official celebrations of the competition, when the health situation allows it. In addition, the company is planning several other initiatives to provide added value to the community and help maintain the competition’s growth.
Jordi Soler, CEO of LVP:
“We’re delighted with the landing of Mahou 0,0 Tostada to the Super League, the benchmark competition in eSports in our country. Here at LVP we’re confident that this agreement will enable the sustained growth of the sector and, most importantly, which will also allow the eSports community to participate in the process, since this is one of the distinctive hallmarks of both companies. This is the first step in an alliance that will continue to bring joy to all eSports fans over the coming months”.
César Hernández, General Marketing Director of Mahou San Miguel:
“We are very pleased to present this agreement with the LVP, which strengthens our support for eSports. Mahou has always been behind sport, sharing the passion of its fans, so this is a natural union for us. We are sure that this collaboration between Mahou 0,0 Tostada and the Super League will be followed by more projects together”.
Mahou thus reinforces its link with eSports, a new form of socialization and connection between people and promotes the value of union for a shared passion.
The new season of the League of Legends Super League, which will once again bring together the 10 best Riot Games teams in the country returns to LVP on January 18th. Games will be played every Monday and Thursday from 6:00 p.m. and can be followed online on LVP’s Twitch channel and also on television, via UBEAT. The last final (September 2020) was followed by 265,000 viewers.
LVP (Liga de Videojuegos Profesional) is one of the largest operators of video game competitions in the world and the largest eSports organization in the Spanish language. Through its headquarters in Barcelona, Madrid, Buenos Aires, Bogotá and Mexico, LVP has a presence in more than 30 countries. It organizes the most prestigious national competitions (such as the Superliga in Spain or the Liga Master Flow in Argentina) and large international tournaments, it has online competition platforms (ArenaGG), it manages events for third parties (such as the Santander eLaLiga for LaLiga and Electronic Arts) and distributes world events such as the League of Legends European Championship (c) in Spanish. Part of the MEDIAPRO Group, LVP also provides event production, advertising and audiovisual production services, covering all aspects of the eSports ecosystem.
Mahou is a family of beers born in Amaniel street in Madrid in 1890. It is the result of the work of pioneers and master brewers who, for more than 130 years, have sought to share flavors and new experiences. Mahou develops a culture of beer based on rigorous quality processes and the very finest ingredients to give its products that unmistakable flavor. Experience, passion and quality have driven Mahou to continue growing and innovating, to offer consumers a wide portfolio of brands such as Classic, Cinco Estrellas, Sin, Maestra, Barrica, Casimiro Mahou, Sin Gluten, Radler… Since 2018, Mahou has been the most awarded Spanish beer range in the world, an international recognition of its excellence and brewing expertise, as well as its exceptional flavor.
About Mahou San Miguel: 100% Spanish family owned and run company, leader in the beer sector in Spain with a production share of more than 32%. It has 11 brewing centers – eight in Spain, one in India and two in the US -, four water springs with their bottling plants and a team of more than 4,250 professionals. The company boasts more than 130 years of history, beginning with the birth of Mahou in 1890. Since then, the company has continued to grow year-on-year. In 2000, Mahou acquired San Miguel. In 2004, it incorporated the Canarian brand Reina and, in 2007, Cervezas Alhambra. In addition, it has diversified its business with the 2011 acquisition of Solán de Cabras.
Mahou boasts an extensive portfolio of national beers, including, among others, Mahou Cinco Estrellas, San Miguel Especial and Alhambra Reserva 1925; pioneering products in their category, such as San Miguel 0.0%, San Miguel ECO, Mahou Barrica and brands suitable for celiacs such as San Miguel Gluten Free and Mahou Cinco Estrellas Sin Gluten. It also has a wide range of international beers and water brands such as Solán de Cabras. Internationalization is one of the strategic axes for the development of its business and it produces more than 70% of the Spanish beer consumed in the world with a presence in more than 70 countries.