Beko Backs League Of Legends Championship

Domestic appliance brand Beko has reached a new esports partnership deal with the European League of Legends Championship (LEC).

The activation will be built around Istanbul-based Beko’s ‘Eat Like A Pro’ initiative dedicated to encouraging healthier eating

The new deal includes rights for broadcast integration, activation rights, product placement, marks usage and category exclusivity.

Beko plans to develop exclusive content with pro players to promote healthy eating habits among gamer community, using the esports heroes as role models.

Beko CMO Zeynep Yalım Uzun said: “In parallel with our ties to more traditional sports this eSports sponsorship will demonstrate how Beko supports the lives and lifestyles of a younger generation of digital natives.”

“LEC is broadcast in six languages and increasingly becoming more popular. We believe that the collaboration will boost Beko brand awareness in target markets while helping us reach a greater audience with ‘Eat Like A Pro’ initiative aiming to encourage healthy eating.”

Alban Dechelotte, Head of Sponsorships and Business Development at Riot Games EU, said: “We are excited to partner with Beko. Together, we’ll be working on some exclusive contents to encourage healthy eating and showcase Pro players from across the LEC with some fun surprises in store. We look forward to working together with Beko to provide an experience for all League of Legends players across Europe.”