Mastercard has signed a deal with Riot games to be the first global sponsor of League of Legends, one of the most popular eSports.
The main part of the sponsorship with Mastercard create ‘Priceless experiences’ at three of the eSports major annual events, the Mid-Season Invitational, the All-Star Event, and the pinnacle of all eSports events, the World Championship, as well as online.
Raja Rajamannar, chief marketing and communications officer, Mastercard, said: “Esports is a phenomenon that continues to grow in popularity, with fans that can rival those at any major sporting event in their enthusiasm and energy. Our Priceless platform is built around connecting with people through their passions. We are excited about the experiences and benefits we can bring to the world’s largest esport - both in-game and to the millions of League of Legends fans that watch and attend the tournaments each year.”
The experiences that people can buy for the upcoming League of Legends World Championship in South Korea next month, includes behind the scenes tours, testing the PCs that the players will use and watching from VIP seats. Mastercard holders in APAC will be able to win tickets to the South Korea tournament, with further global promotions later in the year.
Riot Games has recognised the large fanbase for League of Legends in APAC, partnering with MTV on an event in Singapore around eSports and music. Other brands to have partnered with League of Legends includes Gillette, which partnered with an event earlier this year.
“We’re thrilled to team up with Mastercard on this groundbreaking partnership that will provide meaningful and long-term value to our fans,” said Naz Aletaha, head of esports partnerships at Riot Games. “Mastercard is among the first of world-class brands to take such a big step into esports at the global level, and we’re proud to have them support League of Legends esports events alongside their other premier sports and entertainment sponsorships.”