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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.

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.

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.

Payment services brand Mastercard has expanded its existing, global partnership with Riot Games for the League of Legends esports series

Kellogg’s-owned snack brand Pringles has signed its first partnership with a League of Legends esports property.

Japanese car brand Honda has signed as the exclusive automotive partner of League of Legends in North America

Chinese beer brand Harbin Brewery has signed as the latest sponsor of China’s League of Legends Pro League (LPL).