The agreement between Riot Games and Coca-Cola will link the League of Legends: speed with Coca-Cola. Besides, Coca-Cola also has the opportunity to connect with players as well as fans in a meaningful way.
“We understand that mobile games are an indispensable part of the future of the game industry and we are extremely excited to cooperate with Riot Games – a pioneer in combining sports and entertainment,” Brad Ross – Global Vice President in charge of talent, people with influence & partnership of Coca -Cola, said.
“Coca-Cola has been the partner of the League of Legends Esports at the beginning and we understood the power of the game industry in connecting people from around the world through tournaments as well as the fan community. Coca-Cola acts as an ally of gamers-improving the spirit and bringing a refreshing feeling to both players and fans.”
Esports speed, the first mobile eSports from Riot Games, started the first official season in 2022, was marked by the formation of eight regional tournaments and 1 world finals. Global teams will compete in regional tournaments to win the first international tournament of Chien Chien – Icons Global Championship 2022, taking place this summer. Time and venue for the final round will soon be announced.
Coca-Cola, as a global creation partner, will co-created a unique experience for fans of Chien Chien. Moreover, Coca-Cola will also focus on efforts to create value to the community by providing custom rewards and experiences, including the weekly content series that are created by the same speed to improve the spirit, bring entertainment and honor fans. The first activity in the main partnership is Coca-Cola's recent digital advertising campaign, called “It must be Real”, with the appearance of videos from Esports speeding.
This is not the first time Coca-Cola has cooperated with Riot Games to bring new and attractive opportunities to gamers. In the period of 2014 – 2016, Coca -Cola shook hands with the League of Legends to organize the World Championship and create an adjustable monitoring experience, with extremely attractive brand products, in many countries through partnerships with cinemas.
“Coca -Cola has contributed to promoting the largest Esports on the planet, League of Legends, so I am very happy that they also realized the future potential of Esports,” Leo Faria – Director of Esports Global War said. “This partnership will stretch in more than 100 countries, including 8 regional tournaments, acting as the foundation for our sports.”
In addition, the production director of Chien Chien – Alan Moore also emphasized: “We are very happy to join hands with Coca -Cola to raise the experience of enjoying a new level for every player around the world. With their support as well as our efforts to continue adding features and content for the speed of the war, we will open new potential doors both in the game.”
Finally, the global president of the brand and Coca -Cola company also shared: “We believe that the miracle of reality exists in the connection between people and people – both in real life and in the digital world – when friends gather together to enjoy a happy moment. We are looking forward to coordinating closely with the fighters to bring new content and experience for more fans in the world.”
