Publisher Riot Games has announced a retail partnership with bubble tea brand The Alley, launching a regional marketing campaign across Germany to coincide with VALORANT Champions Shanghai.
Running from 24 September to 18 October 2026, the collaboration marks The Alley’s first gaming-focused enterprise in the German market, introducing agent-themed beverages and store takeovers across eight retail locations.
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The partnership introduces two limited-edition beverages themed after VALORANT agents Sage and Viper. Viper’s “Sparkling Matcha Refresher” utilises a cucumber and matcha profile to reflect the character’s visual design, while Sage’s “Lavender Assam Milk Tea” incorporates lavender milk foam and brown sugar jelly. The activation spans eight physical outlets across six German cities, including three stores in Berlin alongside locations in Düsseldorf, Munich, Kiel, Frankfurt, and Erfurt.
To front the campaign locally, Riot Games and The Alley have onboarded German content creators Mahzad “Mahluna” and Diana (@Daily.Dayena) as official “Bobassadors” to drive community engagement across social media channels and in-store appearances.
“With VALORANT, we are partnering with a gaming brand in Germany for the very first time – and we couldn’t think of a better fit,” stated Hoang Minh Duc, Managing Director of The Alley Germany. “The Alley is all about creating distinctive drinks and experiences that bring people together, and that same strong sense of community is at the heart of VALORANT.”
The campaign reflects an ongoing effort by publisher Riot Games to extend international competitive events into physical, community-driven experiences for regional fan bases. While VALORANT Champions Shanghai serves as the primary global competitive event on stage, local activations allow regional offices to capture consumer interest outside of primary broadcast hours.
Kristin Banse, VALORANT Communications Lead at Riot Games, highlighted the strategic rationale: “VALORANT Champions Shanghai is the pinnacle of our esports season and one of those moments when our global community comes together to celebrate the best teams and players in the world. Together with The Alley, we want to bring some of that excitement to fans here in Germany, extending the Champions experience beyond the tournament and the game itself.”
