Mastercard has announced a multi-year partnership with League of Legends developer Riot Games to become the game’s first global sponsor.
Mastercard stated in a press release that the deal shows ‘Mastercard’s support of the esports community and further diversify its world-class sports and entertainment portfolio’
Mastercard will focus its promotional efforts on three of League of Legends’ main yearly events, the Mid-Season Invitational, the All-Star Event, and the World Championship. The brand will employ its ‘Priceless experiences’ campaign alongside more traditional promotions to bring fans closer to the esports scene.
Raja Rajamannar, chief marketing and communications officer, Mastercard, had this to say about the partnership: “Esports is a phenomenon that continues to grow in popularity, with fans that can rival those at any major sporting event in their enthusiasm and energy. Our ‘Priceless’ platform is built around connecting with people through their passions. We are excited about the experiences and benefits we can bring to the world’s largest esport – both in-game and to the millions of League of Legends fans that watch and attend the tournaments each year.”
Mastercard will show off their first set of activations at the upcoming World Championships in Korea – via their pricesless.com page, Master card will offer fans three unique experiences – Opening ceremony rehearsal viewing and behind the scenes tour, Opportunity to watch a game with a League of Legends pro player from VIP seats, Test the gaming PCs the pros will compete on during the World Championship final
Naz Aletaha, head of esports partnerships at Riot Games, added: “We’re thrilled to team up with Mastercard on this groundbreaking partnership that will provide meaningful and long-term value to our fans. Mastercard is among the first of world-class brands to take such a big step into esports at the global level, and we’re proud to have them support League of Legends esports events alongside their other premier sports and entertainment sponsorships.”
Jarred Kennedy, co-head of esports at Riot Games, continued: “We’ve long been impressed with Mastercard and their fan-focused approach to partnerships. Our community has made League of Legends the biggest esport in the world, and we’re excited to work with Mastercard to bring them new and innovative experiences for years to come.”
Esports Insider says: There is no denying that this is a big deal for Riot Games and League of Legends esports. The game and the developer has had a rough few months behind the scenes and with rumour emerging that the financial side of the esports scene is struggling, this deal with one of the most recognisable brands in the world will hopefully put some positive feelings into the LoL community.