The multi-year agreement with Wild Rift Esports will cover more than 100 countries around the world.
The Coca-Cola Company, a major producer of soft drinks, announced a partnership with League of Legends, a mobile game developer. As part of the deal, Coke will become a founding partner of Wild Rift Esports, Riot Games' first cybersports program.
The relationship between the partners will be built on the principle of "Real Magic," bringing the philosophy of the brand of good cheer to the content intended for League of Legends fans.
The multi-year agreement means that Coca-Cola will sell "customized experiences and rewards" for the fast-growing Wild Rift community. This includes a weekly series of content to lift the spirits of mobile gaming fans. As part of the partnership, Wild Rift Esports also participated in Coca-Cola's latest digital advertising campaign called "It Must Be Real."
The multi-year agreement with Wild Rift Esports will cover more than 100 countries, and eight regional leagues will form the basis of the program. Financial terms of the new partnership were not disclosed.
According to Marketing Dive, the collaboration is a new step that strengthens Coke's partnership with Riot Games after working together on branded merchandise for the 2014-2016 League of Legends computer game.
After announcing a new deal with Riot Games, the manufacturer is once again asserting its position in the fast-growing mobile gaming market. League of Legends: Wild Rift was launched in 2020, and its first official competitive season is getting ready to begin this year. An international Wild Rift Icons Global Championship tournament is planned for the summer.
"We know that mobile gaming is an important part of the future of gaming, and we are excited to partner with the leader at the intersection of sports and entertainment, Riot Games," commented Brad Ross, global vice president of assets, Influencers and Partnerships at Coke.