Mastercard expands partnership with League of Legends European Championship

Mastercard has extended its partnership with Riot Games to sponsor the League of Legends European Championship (LEC), following a successful four-year partnership with the brand globally. 

Connecting fans to Priceless experiences, Mastercard’s partnership with the League of Legends European Championship Finals will create fan experiences and opportunities with their favourite esport talent. Kicking off on 13th August 2021, the LEC Summer Playoffs will feature Europe’s top esports team battling it out to lift the silverware. Additionally, the top three teams from Europe will qualify for the 2021 World Championship.

Of the partnership, Jeannette Liendo Senior Vice President, Marketing and Communications, Mastercard Europe said: “We are proud to partner with the League of Legends European Championship. This builds on our successful global partnership with Riots Games. We want to connect people to their passions and in Europe, the passion of League of Legends esports fans have for the game is indisputable. We look forward to curating unique Priceless experiences for fans at the Finals of the League of Legends European Championship and other various promotions."

Launched in 2009, League of Legends has grown to attract 11 million players worldwide (source: Game Informer) in just three years. Recent player count information puts the number of active monthly players at between 100 and 120 million people (source: League Feed).

As the official partner for the League of Legend European Championship, Mastercard will curate several exclusive digital experiences and onsite activations which will be available on Priceless.com. Mastercard will sponsor a new Play of the Week segment during the Summer and Spring Playoffs – which will give the unique opportunity for fans to win tickets for upcoming playoffs and other prizes. An additional element of the partnership is that Mastercard will also sponsor dedicated drops, special rewards launched during the competition on the official global broadcast of the LEC. By watching on the game, fans will be able to earn from in-game items to real LEC team merchandise.