Desperados 0.0% refreshes the LEC German Broadcast in becoming tournament’s first beer partner

Desperados 0.0% has become the first beer partner of the League of Legends EMEA Championship (LEC) as the National Partner in Germany, in a deal brokered by SPORTFIVE.

The brand will kick off a full year partnership to position and activate their non-alcoholic product Desperados 0.0% to the esports community. This is something really special for the German beer market, with Desperados 0.0% becoming the first alcohol free beer brand to partner with the LEC. 

Desperados 0.0% will be part of the German Broadcast and will also activate their partnership through the creation of exciting, unexpected experiences and content for fans, with the brand keen to show its intent of being more than a partner in the space.

"Just like our tagline promises “0.0% Alcohol, 100% Experience” we believe that nobody should compromise with or without alcohol on the experience of having fun, whether at a house party, festival or watching the exciting match ups of the LEC."

Pablo Chabot, Marketing Director

Pablo Chabot, Marketing Director said: “Desperados 0.0% is extremely proud to be the first national beer partner of the LEC in the German market. Just like our tagline promises “0.0% Alcohol, 100% Experience” we believe that nobody should compromise with or without alcohol on the experience of having fun, whether at a house party, festival or watching the exciting match ups of the LEC.

“What matters is that you enjoy it with other like-minded people – virtually or in person, letting the amazing taste enhance the amazing moment. To the LEC audience – welcome to the Desperados Tribe!”

During the LEC broadcast, keep an eye on the Twitch chat regularly so you don't miss the offers and competitions from the new partner. In addition, Desperados 0.0% will be giving away a total of 10 tickets to the LEC Finals throughout the 2023 season.

The first ever LEC winter season starts this Saturday from the Riot Studio in Berlin with the encounter between G2 Esports and Excel Esports. Treat yourself to a refreshing cool down with Desperados 0.0% during the heated LEC games - completely without alcohol.

This is the first year in which the LEC has been expanded from Europe to EMEA, and will feature the following esports organisations: Astralis, Excel, Fnatic, G2 Esports, KOI, MAD Lions, SK Gaming, Team BDS, Team Heretics and Team Vitality.

Last year saw the LEC return to live audiences following the pandemic, and received superb viewership, with over 30,000,000 hours watched during the summer season, with 733,000 peak viewers.

Fans in Germany can follow all games of the very first LEC Winter Season on the Summoner’s Inn Twitch channel.


SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have.

SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

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Alastair Pusinelli

Manager Marketing Communications

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