Banco Santander today announced a multi-year agreement to become the main sponsor of the European Championship League of Legends (LEC) and the Liga Latinoamérica (LLA). At an event held in Madrid, some of the most recognized artists and players in League of Legends helped to reveal this Santander sports sponsorship.
O League of Legends is one of the most popular esports in the world, with some of the most developed professional competitions and an established community of followers. According to the organizer, in 2021, the World Championship League of Legends attracted a peak viewership of around 74 million concurrent live viewers with an average audience of around 30 million people, making it one of the most watched esports events worldwide. With the statement “Level up your dreams”, Banco Santander wants to be part of a new community and connect with the younger generations helping them to prosper.
The partnership with the European ChampionshipLeague of Legends and Liga Latinoamérica is a 100% digital media deal that will complement the bank’s other global sponsorships, such as F1 and football. This agreement will allow the bank to also sponsor the Campeonato Brasileiro de Liga of Legends (CBOL). The bank also counts previous local experiences in this field, with Openbank being the sponsor of the Spanish national competition (Superliga).
As a partner for these leagues ofesports in Europe (LEC) and Latin America (LLA and CBLOL), Santander will have a variety of assets to promote the brand and raise awareness amongLeague of Legends during the events, including: logo placement, dedicated content segments, commercial slots during broadcast breaks, banners, drops and VIP tickets for the finals, among others.
Juan Manuel Cendoya, Global Director of Communications, Corporate Marketing and Research at Banco Santander, said: “We are excited to announce this new collaboration with a very innovative partner, with whom we are united by our attributes of innovation, diversity and digitalization. We believe that entering the world of esports will bring Santander opportunities to engage with new generations of digital natives and help them thrive”.
Maximilian Schmidt, director ofLeague of Legends eSports in EMEA, said: “We are delighted to collaborate with a global banking institution committed to innovation, digital transformation and providing the best possible services to younger generations”.
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