Video game developer Riot Games has expanded its global partnership with Mastercard to include the League of Legends Championship Series (LCS).
As the new exclusive financial services partner for the esports competition, beginning with this weekend’s summer split finals in Detroit. Mastercard will sponsor opening ceremonies, while benefiting from greater brand visibility, assets and access.
The company will also offer a range of ‘Priceless Experiences’ and benefits for cardholders across the event, including backstage tours, VIP viewing with professional players and meet-and-greets with featured musical acts.
Additionally, Mastercard’s banking partners will now have the opportunity to issue co-branded products featuring League of Legends imagery, with Mastercard itself sponsoring LCS’ player of the week award.
As well as increased brand exposure, Mastercard has also teamed up with Mofilm, the UK-based content sourcing company, to produce a content series focusing on League of Legends players.
Mastercard first entered into a multi-year partnership with Riot Games in September 2018, becoming League of Legends esports’ first global sponsor, covering major events including the World Championship.
Cheryl Guerin, executive vice president of North America marketing and communications at Mastercard, said: “This expanded relationship represents the continued growth in popularity of esports as well as the success of the global partnership between Mastercard and Riot Games.
“We are also excited through the ‘Together Start Something Priceless’ content series to not only demonstrate our support for this community, but also share some of the great stories and inspiring individuals we have encountered during our partnership.”
Matthew Archambault, head of esports partnerships and business development for North America at Riot Games, added: “After launching our partnership last year, including global events and the curation of truly priceless moments at Worlds, we’re thrilled to be expanding the relationship and partnering with Mastercard to deliver additional unique experiences directly to LCS fans in North America.”