Riot Games has found partners for the summer season of the European Masters in peripherals manufacturer HyperX and mineral water brand Volvic Germany.
HyperX is to sponsor the “Big Plays” segment which will highlight the best moments from each game while Volvic Germany will become the official beverage partner of the season.
HyperX and Volvic Germany are the first partners to be unveiled ahead of the start of the group stage of the tournament, which begins on August 24th. Due to the COVID-19 pandemic, the tournament is being played entirely online.
In April, the Nevada Gaming Control Board approved sportsbooks to offer bets on the European Masters along with approving betting on League of Legends European Championship (LEC) and League of Legends Championship Series (LCS) matches.
HyperX is no stranger to sponsoring a variety of offerings in the industry. The brand recently extended its deal with North American organisation Pittsburgh Knights – which, last week, unveiled that it has partnered with Absolute Power eSports, the parent company of League of Legends Champions Korea (LCK) franchise SeolHaeOne Prince.
Esports Insider says: League of Legends esports continues to be a draw for brands to be involved in the space, even at a regional level. With HyperX and Volvic Germany involved in the European Masters, the competition is proving to still be attractive on a commercial basis despite online play.