Mastercard, Heineken, Nestlé and more are betting on the potential of the winning competition in terms of audience.
One of the biggest electronic sports championships in the country, the CBLOL (Brazilian League of Legends Championship), began its second phase in 2024 this June. The first phase, completed in April, achieved a historic audience record, with 459 thousand simultaneous viewers on streaming platforms, not counting the audience that watched the final on SporTV. This result reinforces the data “Pesquisa Games Brasil 2024”, which revealed that 66.2% of respondents follow some type of Esports, and 82.1% know what electronic sports are or have heard of.
Together with CBLOL and Riot Games, holder of the championship and developer and publisher of the game League of Legends (LOL), leading brands in their segments enter the “field”, which renewed their sponsorship of the championship, over the 13 weeks leading up to the Grand Final, on September 7th. Are they: Mastercard, Heineken, Nestlé (com KitKat e Sweet taste), and Sanofi with its flagship brand, Dorflex.
Throughout its history, CBLOL has become attractive to prestigious advertisers in its markets due to its potential for positive impact on brands. Still talking about audience, it is the league in the LOL competitive scene that grew the most this year compared to other leagues around the world. The increase recorded was 62% YoY and, considering the audience, CBLOL is Riot Games’ third largest league. A brand that wants to be present among the 73.9% of the Brazilian population that claims to play some type of digital game (data from the Games Brasil 2024 Survey), having a platform like CBLOL as a partner is then a strategy to be considered to have connection with this audience.
Space inside the CBLOL Arena is decorated with flags of the 10 teams that are competing (Photo by Bruno Alvares/Riot Games)
The second stage of CBLOL brings the Grand Final of the competitive year of LOL in Brazil, in which the winning team guarantees a place in the World Championship of the sport (League of Legends’ main international competition). This year it will be held on September 7th at Mineirinho (Estadio Jornalista Felippe Drummond), in Belo Horizonte, after filling arenas in Recife and São Paulo in previous years. And the community is already expecting a spectacle on the day of the event, with musical performances and sponsor stands with surprising activations.
It will be another opportunity for partners, working together with Riot Games, to create organic and authentic campaigns and activations, which contribute to the experience of fans who follow the competition weekly and who will realize their dream of being present at a CBLOL Final .
“We know the potential that the League of Legends competitive scene has and how much it directly impacts the partners’ objective of creating authentic connections with the gaming audience. The growth of recent years has made CBLOL a coveted space for endemic and non-endemic brands, and we are very pleased to have these partnerships with us in this Second Stage of 2024. Our main focus is to elevate the experience for the player and the League community in general . Therefore, we believe that, by joining efforts with partner brands and their agencies, we will be able to surpass what we have already achieved in previous years and bring innovative and increasingly immersive experiences to the scene for fans”, comments Diego Martinez, general manager of Riot Games at Brazil.
CBLOL games take place every Saturday and Sunday, starting at 1pm, directly from the CBLOL Arena, located in São Paulo.
The championship is broadcast live to thousands of fans around the world on the Youtube e Twitch of CBLOL, and with the official co-streamers. From the playoff stage onwards, the SportTV channel also broadcasts the championship games.
Follow the Brazilian League of Legends Championship on Instagram, X e TikTok.
Cover photo: Bruno Alvares/Riot Games
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