Riot Games’ League of Legends European Masters competition has added instant ramen brand Nissin as its official convenience food and instant noodles partner.
The Japanese brand is the latest announced sponsor for the Spring 2020 season of the regional tournament, which is currently holding group stage matches.
Last week, Riot Games announced AFFLELOU Group as the European Masters’ optical products and hearing aids partner, while AMD is its graphics card and CPU partner.
The League of Legends European Masters competition will hold its quarterfinals on May 6th ahead of semifinals on May 9th and finals on May 10th. The tournament is being played entirely online due to the COVID-19 pandemic, with Riot Games taking over production duties from ESL, which produced the previous editions.
Earlier this month, the Nevada Gaming Control Board issued a notice of approval for sportsbooks to take wagers on the European Masters. It also approved betting on the League of Legends Championship Series (LCS) and League of Legends European Championship (LEC), along with other esports competitions.
Nissin has a history of esports sponsorship, including past Evo and Evo Japan events as well as the Rocket League Championship Series. The company has also partnered with game publishers Bandai Namco and Square Enix on marketing deals.
Esports Insider says: The European Masters might be a regional tournament, but League of Legends continually brings in diverse sponsorships. Nissin must have seen positive results from its past esports and gaming initiatives.