Spanish banking group Santander has signed a multi-year partnership with Riot Games’ League of Legends European Championship (LEC) and the Liga Latinoamerica (LLA). The partnership will see Santander serve as the Main Sponsor for both the leagues and also work together with the leagues on numerous activations.
The agreement will see the Santander branding feature during content segments, competitions, commercial breaks during the broadcasts, banners and special drops for the fans. It will also give fans the chance to win VIP tickets for the leagues’ finals.
Juan Manuel Cendoya, global head of Communications, Corporate Marketing and Research at Banco Santander, commented:
“We are excited to announce this new collaboration with a very innovative partner, with whom we are united by our attributes of innovation, diversity and digitalization. We believe that entering the world of esports will bring Santander new opportunities to engage with new generations of digital natives and help them prosper.”
Maximilian Schmidt, head of League of Legends esports in EMEA, added:
“It is a pleasure for us to collaborate with a global banking institution committed to innovation, digital transformation and providing the best possible services for younger generations.”
The partnership will additionally see Santander also serve as a sponsor for League of Legends’ Brazilian Championship (CBLOL).