In April it had already been communicated that the bank Santander would be sponsoring the national scenario of League of Legends (LOL) for the next five years. Agreement that was made with Riot Games, the game's developer and a well-known company in the e-Sports.
Now, this Tuesday (14), the institution also decided to take another step forward towards the universe of electronic sports. According to the bank's disclosure, a "multi-year" agreement was made for Santander to become the main sponsor of the Championship European Championship League of Legends (LEC) and Liga Latinoamerica (LLA), sponsorship that was unveiled at an event held in Madrid, Spain.
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The new partnerships were made with 100% focus on digital media and will serve as a complement to Santander's other global sponsorships, such as F1 and football. To get an idea of the game's publicity power, a League of Legends world championship attracted a peak audience of around 74 million people simultaneously to watch the games live, and an average audience of around 30 million people in 2021, according to Riot data Games.
With the subject “Level your dreams”, Santander's main objective is to be ever closer to the younger generations, and, for this to be done, considers the world of e-Sports as a gateway perfect. As a partner of game in Latin America and Europe, the bank will have a wide variety of assets to be able to promote the brand during events, including also the placement of logos, dedicated content segments, commercials during transmission breaks, banners, drops and tickets for finals.
“For us, it is a pleasure to collaborate with a global banking institution committed to innovation, digital transformation and the provision of the best possible services for younger generations,” said Maximilian Schmidt, Director of League of Legends e-Sports EMEA (Europe, Middle East and Africa).
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