Coca-Cola partners with Riot Games to promote mobile games and esports

Riot Games and Coca-Cola have announced the start of their multi-year partnership, a first for mobile games and esports. Under the terms of the agreement, League of Legends: Wild Rift and Wild Rift Esports, one of the fastest growing mobile gaming and esports franchises in esports, will partner with Coca-Cola to serve fans around the world to create meaningful connections.

said Brad Ross, Global Vice President, Assets, Influencers and Partnerships with The Coca-Cola Company. “Coca-Cola was an early esports partner in League of Legends and we know firsthand the power of gaming in uniting people from all over the world in competition and as fans. Coca-Cola is a player’s ally – it refreshes and empowers both players and fans.”

Wild Rift Esports, Riot Games’ first mobile esports game, has launched its first official season of 2022, accompanied by grounding in eight regions and the end of the global season. Teams from around the world will compete in regional tournaments to qualify for the first international Wild Rift tournament, the Wild Rift Icons World Championships, which will take place this summer. The date and venue of the final match will be announced at a later date.

As a global founding partner, Coca-Cola will help create unique fan experiences for League of Legends: Wild Rift and Wild Rift Esports. The brand will focus on creating value for the players from this partnership. This includes special community rewards and experiences, including a weekly series of content co-created with Wild Rift to engage, entertain, and empower fans. The first manifestation of the partnership is Coca-Cola’s latest digital campaign, “It Must Be Real,” which features scenes from Wild Rift esports.

This isn’t the first time Coca-Cola has partnered with Riot Games to offer fans new and exciting opportunities. From 2014 to 2016, Coca-Cola worked with League of Legends for its world championship and created custom viewing experiences with exclusive and desirable merchandise through partnerships with movie theaters in many countries.

said Leo Faria, Global Head of Wild Rift Esports at Riot Games. “This partnership will extend to more than 100 countries, including the eight regional championships that form the foundation of our sport.”

“We are excited to be working alongside Coca-Cola to take the Wild Rift experience to the next level, no matter where you are in the world,” said Alan Moore, Executive Producer of League of Legends: Wild. Rift at Riot Games. “Having your support as Wild Rift grows as we continue to introduce new features and content to the game will open up new opportunities for us both in and out of the game.”

“We believe the real magic is at the point of human contact – in both the physical and digital worlds – when friends come together to enjoy a special moment,” said Salman Kariga, global head of the Coca-Cola brand for The Coca-Cola Company. “We look forward to working closely with the Wild Rift team to bring new content and experiences to audiences around the world in the coming months.”

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