Partnership:

Riot Games and Mastercard

Description:

Mastercard partnered with Riot Games as exclusive category partner of League of Legends Championship Series in North America (LCS), expanding its existing global partnership following a successful four-year partnership with the League of Legends European Championship (LEC). 

As the new exclusive financial services partner for the esports competition, Mastercard sponsored opening ceremonies, while benefiting from greater brand visibility, assets and access.

The company also offered a range of ‘Priceless Experiences’ and benefits for cardholders across the event, including backstage tours, VIP viewing with professional players and meet-and-greets with featured musical acts.

Additionally, Mastercard’s banking partners had the opportunity to issue co-branded products featuring League of Legends imagery, with Mastercard itself sponsoring LCS’ player of the week award.

As well as increased brand exposure, Mastercard has also teamed up with Mofilm, the UK-based content sourcing company, to produce a content series focusing on League of Legends players through "Together Start Something Priceless," a League of Legends community driven content series that showcased unique stories of League of Legends players around the world.

Mastercard first entered into a multi-year partnership with Riot Games in September 2018, becoming League of Legends esports’ first global sponsor, covering major events including the World Championship.

in 2021, Mastercard also partnered with the game's publisher Riot Games, to create in-game micropayments.

Mastercard also created a co-branded credit and debit cards to drive brand preference within the Riot Games ecosystem. 

For a limited time, players who used a Mastercard credit or debit card, and kept the card on file linked to their account, was automatically entered in a sweepstakes, where a grand prize winner received $250 of in-game currency and a mystery merchandise box.

Partnership Opportunity:
Riot Games/Gaming & Esports
Partner/Category:
Mastercard /Financial & Insurance
Timing:
March 2021
Target:
Male
Female
Teens
Adults 18-24
Adults 25-34
Adults 35-44
Adults
Promotional Elements:
Branded Content
Contest / Sweepstakes
Event / Activation / Experiential
On Pack
Premiums / Giveaways
Product Bundle
Media Elements:
In-Game / In-App Integration
Online
Product Giveaways
Social Media
Sponsorship
Created On:
2022-08-15
Last Modified on:
2022-08-15
Companies Involved
Jonathan Z
Jonathan Z Chief Commercial Officer Riot Games
Tuck

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