League of Legends
International bank Santander has unveiled a multi-year deal with Riot Games’ League of Legends European Championship (LEC) and the Liga Latinoamerica (LLA).
The agreement sees Santander become the main sponsor of both leagues for at least the next three years, granting the bank a variety of activations.
The deal’s activations include logo placements during the competitions, dedicated content segments, commercial slots during broadcast breaks, banners, special drops for the audience and VIP tickets for the finals.
Prior to this deal, the bank has tested a multitude of different sponsorship opportunities within the esports sector. Its subsidiary brand Openbank sponsored the Superliga, League of Legends’ Spanish European Regional League. Moreover, Santander promoted itself within the Brazilian scene, sponsoring the Brazilian Free Fire League (LBFF) and esports organisation FURIA.
Recently, the bank also announced a five-year partnership with the Brazilian League of Legends Championship (CBLOL), kickstarting an international sponsorship push centred on Riot Games’ IP.
Santander said it considers the deal to be a digital media addition that will promote its brand in different competitive circuits. Alongside esports, the bank has sponsorship agreements in Formula 1 and across football.