Banco Santander has announced a three-year agreement to become a global main sponsor of League of Legends (LoL) competitions in Europe and Latin America until 2025, in a deal brokered by SPORTFIVE. In an event hosted at Madrid, some of the most recognized streamers, artists and LoL players helped unveil Santander’s esports sponsorship.
League of Legends is the most successful esports game worldwide, with the most developed professional competitions and established community of followers. The competitions of this game of strategy and fantasy bring together audiences from all over the world. LoL has a global audience of close to 250 million people in 2021, according to Riot Games. Its audience is growing an average of nearly 10% every year. With the claim ‘Level up your dreams’, Banco Santander wants to build a new community to help young generations prosper.
Juan Manuel Cendoya, global head of Communications, Corporate Marketing and Research at Banco Santander, said: “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.”
The alliance with Riot Games, publisher of LoL, is a 100% digital media agreement that will complement the bank’s other global sponsorships in F1 and football. This agreement will see the bank sponsor the regional leagues of Europe and Latin America. Santander Brazil and Openbank are also sponsoring the Brazilian Championship of LoL and the national Spanish competition (LoL Superliga), respectively.
As global partner for LoL sports events in Europe and Latin America, Santander will display a variety of assets to promote the brand and raise awareness in the LoL communities during the esports events. This includes logo placements, dedicated segments, commercial slots during broadcast breaks, banners, drops and VIP tickets for the finals, among others. In 2020, the final event of LoL had 100 million spectators worldwide.
Maximilian Schmidt, head of League of Legends esports in EMEA, said: “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.”
On 14 June, a global presentation event was held in Madrid, Spain. It was presented by Sjokz, an icon host of LoL with more than one million followers, and broadcasted globally online on Twitch and other platforms by the Spanish streamer Cristinini. The launch included a freestyle show with several well-known artists for the younger audiences, such as the singer Nicki Nicole, the rapper Duki and the freestyle champion Sara Socas, among others. Some of the most recognized players from different countries also participated in this event, such as YODA and INSPIRED.
ABOUT THE LEAGUE OF LEGENDS EUROPEAN CHAMPIONSHIP (LEC)
The League of Legends European Championship (LEC) launched in January 2019 and became the most viewed esport league in Europe. Comprising ten teams that compete on a weekly basis in two 12 week long seasons, the LEC culminates each season in a live Finals in arenas across Europe, including Rotterdam and Athens. The LEC has signed mainstream sponsors including KitKat, KIA, LG UltraGear, Logitech, Red Bull, Warner Music, and now Santander. As of Spring 2021 the LEC’s Average Minute Audience, which is fans watching at the same time, is consistently over 470,000 across seven languages
ABOUT THE LIGA LATINOAMÉRICA (LLA)
Since 2019, the Liga Latinoamérica (LLA) is the largest professional League of Legends competition in Latin America. It comprises eight teams competing in two seasons every year: Spring and Summer. The winner of the Spring split qualifies to the Play-Ins stage for the Mid-Season Invitational (second largest League of Legends competition) and the Summer champion qualifies for the Play-Ins stage of the League of Legends World Championship (largest and most important League of Legends competition). Since 2020, the competition takes place in Mexico City with the finals played in different cities across the region, like Santiago and Buenos Aires. In 2022, the competition announced a new format that includes a Double Elimination and a Winners and Losers Bracket.
ABOUT BANCO SANTANDER
Banco Santander (SAN SM, STD US, BNC LN) is a leading commercial bank, founded in 1857 and headquartered in Spain. It has a meaningful presence in 10 core markets in the Europe, North America and South America regions, and is one of the largest banks in the world by market capitalization. Santander aims to be the best open financial services platform providing services to individuals, SMEs, corporates, financial institutions and governments. The bank’s purpose is to help people and businesses prosper in a simple, personal and fair way. Santander is building a more responsible bank and has made a number of commitments to support this objective, including raising over €120 billion in green financing between 2019 and 2025, as well as financially empowering more than 10 million people over the same period. At the end of the first quarter of 2022, Banco Santander had €1.2 trillion in total funds, 155 million customers, of which 26 million are loyal and 49 million are digital, 9,900 branches and 198,000 employees.