Taking another step into the world of gaming, Bud Light today announces its new partnership with leading live streaming service, Twitch – with the Bud Knight himself respawned to save the day.
 
Clad in a full suit of shining armour, armed with nought but lightning-fast reflexes – his mighty mouse in one hand and Bud Light in the other – The Bud Knight will take to Twitch on a chivalrous mission to save the day for gamers in peril, wherever he may find them. Like a version of the Knights of the Round Table, but streamed, and with a state-of-the-art gaming PC.


 The mysterious figure will first sally forth tonight (7 December 2020) in Apex Legends. Throughout his quest, viewers will be able to get their hands on a pack of refreshing Bud Light by typing !beergiveaway in the livestream chat. The channel will be live at the top of the Twitch homepage for two hours from 9pm on Monday, Tuesday and Wednesday.
 
The move follows the announcement last month of Bud Light’s latest partnership with esports team Fnatic, which saw the first ever beer and esports on-pack promotion in Europe. Beer and gaming go literally hand in hand, with research suggesting that 64% of gamers over the age of 18 drink beer while playing.*
 
Martina Isella, Sr Brand Manager at Bud Light says: “After his untimely death in the Game of Thrones Superbowl spot, we’re delighted to see that the Bud Knight has, in the best gaming tradition, respawned as good as new. We hope he does a better job of saving others on Twitch than he did saving himself.
 
“Gaming is an important passion point for our audience. By bringing something extra to their experience in a typically humorous, Bud Light style, we’re looking to cement the bond we have with them in a genuinely meaningful way.”
 
Brett Melvill-Smith, Program Activations Lead EMEA at Twitch, says: “At any moment, hundreds of thousands of people are coming together live on Twitch to interact and shape their own entertainment. This activation from Bud Light fully embraces all that Twitch and the community has to offer, by creating a unique content moment with the iconic Bud Knight around their shared passion for gaming.”

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