DIGNITAS AND MILLER LITE PARTNER TO HOST
MILLER LITE COMMUNITY GAME NIGHTS
CS:GO MAJOR CHAMPION AND POPULAR ESPORTS PERSONALITY, ROBIN “FIFFLAREN” JOHANSSON TO HOST
LOS ANGELES, CA – NOVEMBER 13, 2020: Dignitas, the esports vertical of New Meta Entertainment Inc. (NME), has today announced a new partnership with Miller Lite to launch Miller Lite Community Game Nights, hosted by esports legend Robin “Fifflaren” Johansson. Starting November 13, 2020, Fifflaren will host weekly game nights every Friday playing a variety of games with his and Miller Lite’s Twitch audiences.
As a long-time active brand in the Twitch community, Miller Lite sees live streaming as an opportunity for brand fans to come together, create connections and stay engaged throughout the entirety of a program. Miller Lite’s Twitch activations keep users engaged for long periods of time due to the authenticity of its gamer-centric programs.
Robin “Fifflaren” Johansson is one of the most recognizable names in Counter-Strike history. A former CS:GO Major Champion for a Swedish team, Fifflaren now resides in California where he serves as the VP of Esports for Dignitas and an active member in CS:GO broadcasts. Fifflaren is considered a fan favorite given his humorous and out-going personality, which provides a perfect pairing for great It’s Miller Time moments during Community Game Nights.
Through Community Game Nights, Miller Lite aims to enable and encourage It’s Miller Time moments with consumers, encouraging the audience to be comfortable being themselves, spending time with their favorite people and favorite gaming influencers like Fifflaren, while drinking Miller Lite. Community Game Nights bring It’s Miller Time to life by turning gaming interactions into authentic connections - over an easy going, enthralling night of fun for the audience.
“We are excited to partner with Dignitas to bring Community Game Nights to life in the gaming space,” said Lauren Cassel, Associate Brand Marketing Manager for Miller Lite. “This partnership will help us connect with fans, streamers and Dignitas talent in an ownable way for Miller Lite and ultimately bringing more Miller Time to gaming.”
“As a Swede, enjoying a beer and playing games late into the night with friends has always been one of my favorite pastimes,” said Robin “Fifflaren Johansson. “At Dignitas, we’re passionate about building an engaged community, where everyone feels like they belong. I’m excited to combine my favorite pastime with a fan-focused live stream event that will create stimulating moments to make everyone feel included.”
Need some Miller Lite to enjoy game nights with? Head to millerlite.com/buybeeronline and get the Original Light Beer delivered directly to your doorstep. Make sure you’re all set for game nights by treating yourself to Miller Lite merch at shop.millerlite.com.
About Miller Brewing Company
Miller Brewing Company was founded in 1855 by Frederick J. Miller when he purchased the Plank Road Brewery in Milwaukee, a city he chose as the best place for a brewery given its access to great water. Miller Lite, the original great-tasting light pilsner beer, (MillerLite.com, Facebook.com/MillerLite, @MillerLite on Twitter, YouTube.com/MillerLite) was introduced nationally in 1975 and is among the top-five selling beers in the United States. The brewery’s oldest enduring beer is Miller High Life (MillerHighLife.com, Facebook.com/MillerHighLife, @MillerHighLife on Twitter). Known as the Champagne of Beers, it was introduced in 1903 and still is brewed with the same yeast strain that Miller carried in his pocket from Germany. Miller Genuine Draft (MGD.com, Facebook.com/MillerGenuineDraft, @Miller_Global on Twitter), introduced in 1986, is the original cold-filtered, packaged draft beer. Miller Brewing Company is part of the North America business unit of Molson Coors Beverage Company. Learn more at MolsonCoors.com (https://MolsonCoors.com), at Facebook.com/Molsoncoors (https://Facebook.com/Molsoncoors) or Instagram and Twitter through @MolsonCoors.
ABOUT NEW META ENTERTAINMENT, INC. & DIGNITAS:
Since its formation in 2003, Dignitas has established itself as one of the most successful esports organizations in the world, amassing 18 World Championships across multiple game titles. In September 2016, Dignitas was acquired by the NBA’s Philadelphia 76ers of Harris Blitzer Sports & Entertainment (HBSE), a diverse, global portfolio of sports and entertainment franchises and properties that includes the Philadelphia 76ers (NBA), New Jersey Devils (NHL) and more. Dignitas is the esports organization within New Meta Entertainment, Inc. (NME), a new media sports and entertainment company founded in May 2019 by an investor group that includes HBSE, Susquehanna International Group and Delaware North, among others. Dignitas currently fields seven teams in five of esports’ largest and most popular games: League of Legends, Counter-Strike: Global Offensive (men’s and women’s teams), VALORANT (men's and women's teams), Rocket League, Super Smash Bros., and Clash Royale. With content studios and player wellness facilities in Greater New York City and Los Angeles, and infrastructure in Europe and China, Dignitas is a global leader dedicated to esports athletes, digital influencers and entertainment game-changers.