Santander Bank today announced the signing of a multi-year agreement to become the Main sponsor of the League of Legends European Championship (LEC) and the Latin American League (LLA). At an event held in Madrid, some of the most famous League of Legends streamers, artists and players have participated in the presentation of Santander’s eSports sponsorship.
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League of Legends is one of the most successful eSports games in the world, with one of the most professional competitions and a consolidated community of fans. In 2021 a peak of nearly 74 million live concurrent viewers at its world championship, with an average audience per minute of more than 30 millionaccording to the organizer, making it one of the most watched esports events in the world.
With the motto “Level up your dreams” (level up your dreams), Banco Santander wants to build a new community and connect with the younger generations to help them progress.
The alliance with the League of Legends European Championship and the Latin American League is a digital-only deal that will complement the bank’s other global sponsorships in F1 and soccer. Under this agreement, the bank will also sponsor the Brazilian League of Legends Championship (CBLOL). The bank also has previous local experience in this field, as Openbank is the sponsor of the Spanish national competition (Superliga).
As a global partner for League of Legends esports leagues in Europe (LEC) and Latin America (LLA and CBLOL), Santander will deploy a variety of resources to promote the brand and raise awareness in the League of Legends communities during eSports eventswhich includes the use of the logo in different placements, exclusive content segments, commercial spaces during broadcast breaks, signs, prizes and VIP tickets for the finals, among others.
Juan Manuel Cendoya, General Director of Communications, Corporate Marketing and Studies at Banco Santander, said: “We are very excited to announce this new collaboration with a very innovative partner with whom we share attributes of innovation, diversity and digitization. We believe that entering the world of esports will give us the possibility to connect with the new generations of digital natives and help them progress.”
Maximilian Schmidt, Head of League of Legends Esports in EMEA, said: “It is a pleasure for us to collaborate with a global entity committed to innovation, digital transformation and providing the best services to its youngest customers.”