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Unilever’s Axe brand takes lead in esports with League of Legends deal
Unilever’s male grooming brand Axe is spearheading the multinational’s interest in esports following its multi-year, global deal with League of Legends Esports events.
Nike invests as first apparel partner of China’s League of Legends Pro League
US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.
Mastercard makes esports debut as first Global Partner of League of Legends
Financial services firm Mastercard will pay between $8m (€7m) and $10m per year to partner with US video game developer Riot Games, according to industry sources.
Mastercard expands League of Legends partnership
Payment services brand Mastercard has expanded its existing, global partnership with Riot Games for the League of Legends esports series
Pringles signs first League of Legends partnership for European finals
Kellogg’s-owned snack brand Pringles has signed its first partnership with a League of Legends esports property.
Honda adds League of Legends to US esports portfolio
Japanese car brand Honda has signed as the exclusive automotive partner of League of Legends in North America
China’s Harbin Brewery to sponsor League of Legends Pro League
Chinese beer brand Harbin Brewery has signed as the latest sponsor of China’s League of Legends Pro League (LPL).