Riot Games taps TBWA\China as creative partner for 2020 Worlds

Riot Games has named TBWA\China as its creative partner for the League of Legends World Championship later this year.

TBWA\China is part of TBWA\Worldwide, a global agency that has 275 offices across 95 countries.

TBWA League of Legends World Championship 2020
Photo credit: Riot Games

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Late last year, Riot Games unveiled that the 2020 League of Legends World Championship finals would be held at the Shanghai Stadium. More cities will be involved in hosting the event throughout its entirety, though the finer details haven’t been disclosed.

Leo Lin, Head of China at Riot Games, commented in a release: “With the continued growing popularity of esports in the China market, we are excited to bring the 2020 League of Legends World Championship to China this year. With TBWA as our China creative partner, we look forward to taking our sports tournament to a new level.”

In December it was reported that Bilibili had acquired the Chinese broadcast rights to the World Championship at a cost of 800 million yuan (£87.2 million) for three years. It hasn’t been confirmed by Riot Games or Bilibili at the time of writing.

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Joanne Lao, CEO of TBWA Greater China, also spoke on the decision: “We are honored that Riot Games has entrusted TBWA in China for this assignment. We look forward to contributing our strategic insights and disruptive creativity to support this amazing event.”

TBWA\Worldwide is new to the esports industry but has worked with major companies across the sports, entertainment, automotive, and technology industries. Apple, adidas, Hilton Hotels, McDonald’s, Nissan, and Gatorade are among its list of clients.

Esports Insider says: It’ll be interesting to see how TBWA\China approaches the tournament, which has built up the reputation of being one of the biggest events in the entire esports calendar. With the agency having plenty of impressive clients and accolades, we’re excited to see what’s to come.

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