Coca-Cola is s a worldwide founding partner of the League of Legends: Wild Rift eSports Circuit
Esports has been increasingly breaking out of being regarded as a niche, specialist activity and made it onto the main stage. With the possibility of future Olympic events, no one can claim that they are not an important part of the competitive calendar. Nothing says ‘no longer niche’ more loudly than a partnership with Coca-Cola. The global leviathan soft drinks manufacturer has teamed up with Riot Games as a worldwide founding partner of the League of Legends; Wild Rift eSports circuit.
This is a deal that will run over several years. Coca-Cola and the publisher, Riot Games will collaborate to create unique fan experiences. These experiences will be available for both players of the games and on the eSports circuit. It all kicks off later this year. There will be a weekly content series as well as a program to create value for the eSports community. It is reported that there will be a range of rewards and experiences on offer for Wild Rift Fans.
Brad Ross, Global Vice President, Assets, Influencers and Partnerships at The Coca-Cola Company said.
“We know that mobile gaming is a critical part of the future of gaming, and we are excited to be working with the leader at the intersection of sports and entertainment, Riot Games”
He went on to add “Coca-Cola was an early partner with League of Legends eSports and we know first-hand the power of gaming to unite people from all over the world in competition and fandom. Coca-Cola serves as an ally to gamers- uplifting and refreshing both players and fans”.
Wild Rift eSports is the first mobile eSports from Riot Games. The first official competitive season has now been launched. There will now be eight regions and a global season finale featuring teams from around the world. They will compete to qualify for Wild Rift’s first international tournament which will take place this summer. These will be known as the Wild Rift Icons Global Championships. Fans will be able to follow all the action of this and other eSports tournaments on eSports betting sites in Australia. The exact dates and locations are still to be announced. Ultimately a Wild Rift World Champion will be crowned.
Leo Faria, Global Head of Wild Rift eSports at Riot Games said that the partnership would span more than one hundred countries. This is not the first collaboration between Riot Games and Coca-Cola. For two years between 2014 and 2016, they worked together to produce a range of collectible League of Legends World Championship collectible merchandise and custom viewing experiences.
Riot Games has been around since 2006 when they were founded to develop, publish, and support what they describe as ‘the most player-focused games in the world’. In 2009 they released the acclaimed League of Legends game that has gone on to be one of the most played PC games in the world. It was a key driver behind the explosive growth of eSports that has been seen over recent decades. They are headquartered in Los Angeles, California, and have been awarded many ‘great places to work’ gongs including being one of the 25 Best Companies to Work in Technology.
League of Legends: Wild Rift is a mobile action and strategy game. It brings the classic gameplay of League of Legends to mobile devices. It has fresh controls and has been adapted to feel streamlined on touch screens. Players team up with friends, find their favorite champion, and proceed to big plays in five versus five battles. The aim is to destroy the enemy base. The game is free to play and can be played anywhere, anytime. There are plans for a console release of Wild Rift at some point in the future.
It has been critically acclaimed and won many awards including iPhone Game of the Year and the Golden Joystick for Best Mobile game. Wild Rift aims to bring the magic of League to new audiences around the world.
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