The American brewing company Anheuser-Busch submitted an application to trademark a slogan that would establish them as the leading proprietor of alcoholic products on the esports scene. The request was made on the official website of the United States Patent and Trademark Office.
The brewery seeks to broaden their reach in the lucrative esports market
Budweiser and Anheuser-Busch are names that are vastly familiar across majority of traditional sports as they sponsor huge competitions such as Premier League, MLB and many others, and as of recently they seem to be aiming for the same in the rapidly growing dimension of esports. Having already signed partnerships with the Overwatch League and with Monumental Sports & Entertainment, they have turned their sight on a goal much more global—the industry itself.
The company has reportedly filed for a trademark on the line “the official beer of esports,” as well as “the official beer of gaming,” and “the official beer of gamers.” Trademarking a slogan usually serves for advertising purposes; however, the fact that the phrase contains the word “official” could result in complications should other alcohol producers wish to partner up with esports entities in the future. There have also been objections that merely teaming up with two big companies does not put Budweiser in a position that would entitle them to claim command over the whole industry.
Be it as it may, the application is still to be assessed and decided as it is only in its early stages, so the final result is yet to be seen.
Budweiser is not the first brewing company to step onto the scene
In fact, another beer producer has shown interest in the emerging market even before Anheuser-Busch. MillerCoors became the sponsor of Complexity Gaming and has had its adverts and products promoted on esports channels, such as Twitch streams, for a good while now. The enterprise has never applied for a trademark though.