Riot Games’ Brazilian League of Legends Championship (CBLOL) has announced a partnership with soft drink brand and manufacturer Coca-Cola.
As part of the deal, CBLOL will promote Coca-Cola’s limited-edition flavour inspired by League of Legends. The partnership will take place throughout the second split of its 2023 season.
In addition to the Coca-Cola logo appearing on CBLOL broadcasts and social media channels, the two parties will collaborate to create a range of digital activations for fans.
The collaboration follows the start of CBLOL’s second split of the 2023 season, which so far has recorded a peak viewership of 138,929. The first CBLOL split of the 2023 season amassed peak viewing figures of 276,078 according to Esports Charts.
Coca-Cola isn’t the only drinks brand supporting CBLOL in 2023. In June 2022, international beer brand Heineken partnered with the league to promote its Heineken 0.0 brand on CBLOL broadcasts for the next two seasons.
The CBLOL split features 10 teams from South America and sees the organisations compete for six play-off spots. The winner of the play-offs will secure a place in the 2023 League of Legends World Championship taking place in South Korea later this year.
Diego Martinez, General Manager of Riot Games in Brazil, spoke on the deal: “Coca-Cola Ultimate Sugar Free is the first limited edition flavor created in partnership with Riot Games that celebrates the League of Legends player by giving them new in-game experiences.
“Extending the partnership to CBLOL was something natural that we did not hesitate to bring to the conversation with Coca-Cola”
Disclaimer: The original release has been translated from Portuguese to English.
