Amazon Signs Up As Naming Rights Parter For League Of Legends EU Masters, Pringles And WD_Black Also Sponsor Event
September 1, 2021
League of Legends has announced that Amazon will be the Naming Partner of the European Masters this Summer 2021, and for the year 2022.
Amazon will work with European Masters to create a unified shopping experience for EU Masters fans, and will explore how to make Amazon the go-to e-commerce destination for viewers willing to express their fandom of the tournament and its participating teams. As part of the collaboration, the European Masters will be renamed the Amazon European Masters.
“We are thrilled to welcome Amazon to EU Masters, the home of high level competition between the European Regional Leagues that shine the spotlight on the rising stars across the region”, said Zeynep Gencaga, Senior Manager, Business Development Riot Games Europe & MENA. “We couldn’t be more excited for a global brand like Amazon to be our very first Naming Partner for our European competition.
The announcement marks another milestone for Amazon in the gaming and esports industries, which has previously included working with Riot to give away League of Legends skin shards through Prime Gaming, as well as supporting the development of grassroots university esports competitions throughout the UK and Europe. We’re excited to be working alongside Amazon in esports, and we can’t wait to reveal even more ways our work with Amazon will improve the EU Masters experience for fans.
Pringles and WD_Black Join as Event Partners for Amazon EU Masters
The competition has also revealed an extended partnership with Pringles, along with a brand new sponsorship with Western Digital’s WD_BLACK™ gaming brand for European Masters Summer 2021!
Pringles sponsored the LEC Spring and Summer Finals back in 2020, and we are thrilled to welcome them back for yet another season in partnership. Their return to the LoL EU esports ecosystem marks a great step forward for our relationship with the brand, and that their slogan is true even for us – once you pop, you just can’t stop!
We also welcome a brand new event sponsor, Western Digital’s gaming brand, WD_BLACK™. The WD_BLACK portfolio is a premium storage expansion brand for gamers. The incredible performance of WD_BLACK storage means that competitive gamers can, in their words, “get in fast and take them out faster”, which encapsulates the high-stakes nature of the EU Masters. WD_BLACK is also teaming up with EU Masters Naming Partner Amazon to provide joint experiences for fans – we’ll share more about these experiences in the future!
Andreas Billker, Senior Market Activation Manager at Pringles, says “the Sponsoring of EU Masters is a logical next step in our esports engagement strategy. One Pillar is supporting the grassroot segment and upcoming esports talents.”
“We are thrilled to announce these sponsors, and are proud to be strengthening our relationships with these two brands,” says Zeynep Gencaga, Senior Manager, Business Development and Partnerships Europe and MENA, “It’s great to welcome Pringles back as an Event Partner once again, and we hope this engagement will also build a lasting connection with WD_BLACK brand who come to us fresh this season.”