The Spanish banking giant Santander recently agreed to a multi-year deal that will see the organization become the main sponsor of both European and Latin American League of Legends events. This means that Santander will support the League of Legends European Championship (LEC), the Liga Latinoamerica (LLA), and the League of Legends Brazilian Championship (CBLOL).
This deal will provide Santander with access to several LoL assets. This includes logos, dedicated content segments, commercial slots, banners, prize drops, and VIP tickets to events.
“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,” said Juan Manuel Cendoya, Santander’s global head of communications, corporate marketing, and research. “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.”
Santander likely entered the esports scene in order to tap into the industry’s growing audience. Last year’s League of Legends World Championship had a peak concurrent viewership of almost 74 million people.