Riot Games has announced soft drink manufacturer Coca-Cola as a worldwide founding partner of the League of Legends: Wild Rift esports circuit.
As a result of the multi-year deal, the manufacturer will collaborate with the publisher to create ‘unique fan experiences’ for the game and its esports circuit, which begins this year.
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The deal includes a weekly content series in addition to ‘creating value for the community’ through a range of rewards and experiences for Wild Rift fans.
Moreover, Riot Games has outlined plans for the inaugural Wild Rift Esports season. Regional tournaments will act as qualifiers for the Wild Rift Icons Global Championship that will take place in the Summer.
Leo Faria, Global Head of Wild Rift Esports at Riot Games, spoke on the partnership: “Coca-Cola helped launch what is now the biggest esports on the planet, League of Legends Esports, so I’m thrilled that they see the future in Wild Rift Esports as well. This partnership will span across more than 100 countries, including the eight regional leagues that serve as the foundation for our sport.”
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The partnership isn’t the first time Riot Games and Coca-Cola have collaborated. From 2014 to 2016, the manufacturer joined forces with the publisher for the League of Legends World Championship to create a range of collectible merchandise and custom viewing experiences.
Selman Careaga, President of the Global Coca-Cola Category, also commented: “We believe real magic exists at the point of human connection – both in the physical and digital worlds – when friends come together to enjoy an uplifting moment. We are looking forward to working closely with the team at Wild Rift to bring new content and experiences to more fans around the world in the coming months and years.”
Esports Insider says: Naming Coca-Cola as a global partner for the Wild Rift Esports circuit is a statement of intent from Riot Games as it looks to make its mark within mobile esports. With such a recognisable brand already on board, there’s a chance further partnerships with more non-endemic brands are on the horizon.