Riot Games‘ League of Legends European Masters competition has announced North American snack company Jack Link’s as its main partner for the 2021 season.
The deal was facilitated by SPORTFIVE, Riot’s marketing partner.
As the official protein snack partner of the European Masters, Jack Link’s will present the ‘Baron Power Play’ segment during broadcasts.
Jan Pieter Schretlen, Managing Director at Jack Link’s EMEA, commented on the partnership in a release: “Competing online is fast-paced and requires gamers to be their optimum self to perform and win – whether you’re a beginner or you’re competing on the world stage.
“We are excited about the opportunity to support this active community reach its fullest potential, providing them with quality, protein-rich fuel needed to power through long and hard gaming sessions.”
Jack Link’s is no stranger to the esports industry. The company made its entrance by striking a multi-year deal with Envy Gaming and in 2021, it has inked partnerships with British esports organisation Fnatic and OverActive Media‘s Call of Duty League franchise, Toronto Ultra.
Alongside the partnership, Riot Games also revealed that European Masters Spring 2021 will officially commence on March 29th with the play-in stage. The final is expected to take place on May 1st.
Esports Insider says: Esports is clearly a focused area of expansion for Jack Link’s and becoming the main partner of the biggest European tournament outside of the LEC is certainly a statement of intent.