Financial institution sees sponsorship as a tool to get closer to new generations of digital natives
Banco Santander announced a multi-year investment to become the main sponsor of the League of Legends European Championship (LEC) and the Liga Latinoamérica (LLA), reinforcing its presence in the esports ecosystem. Recently, the Brazilian operation of the financial institution had announced a partnership with Riot Games and the master sponsorship of the national competition of the game, the CBLOL.
Today, League of Legends is one of the most popular esports. The 2021 world championship, for example, attracted a peak viewership of around 74 million simultaneous live viewers, with an average audience of around 30 million people, according to data from the organization.
Juan Manuel Cendoya, global director of communication, corporate marketing and research at Banco Santander, said that the partnership brings together partners who value innovation, diversity and digitalization attributes. “We believe that entering the world of esports will bring Santander opportunities to engage with new generations of digital natives and help them thrive.”
The agreement with the two competitions involves 100% digital media and complements other global investments by the institution in the sports universe, such as F1 and football.