• Loading stock data...
Monday, June 24, 2024

New Sponsorship Maintains Trend of Quality Over Quantity for Riot Games

riot-games-alienware

Photo via LOL Esports

A recent partnership between League of Legends Esports and Dell Alienware launches the new year for Riot Games with another quality sponsor.

For Riot Games, the sponsorship strategy isn’t about stacking up sponsorship partners, but rather finding companies with aligned philosophical values, said Naz Aletaha, head of esports partnerships at Riot Games. Aletaha oversees League of Legends global sponsorships, strategic partnerships, business development, and media rights.

Along with Dell Alienware, Aletaha mentioned the Mastercard sponsorship launched at the League of Legends World Championship last year as the two prime examples of quality over quantity.

“Ultimately, we focus on finding partners who can do right by our fans and our sport — partners who share our fan-first philosophy and who want to stand side-by-side with us for the long term to deliver meaningful and authentic experiences to the entire ecosystem,” Aletaha said.

READ MORE: Inside Riot Games’ Partnership with Mastercard and What It Means for the Future of the Publisher

“Both are world-class brands who prioritize their customers and celebrate their passions. They both recognize by combining our efforts, we can take League of Legends Esports — which has scaled to a global, premier sport — to new heights.”

The multi-year partnership with Dell Alienware makes the computer manufacturer the “Official Competition PC and display partner” for the two leagues: League of Legends Championship Series and League of Legends European Championship. The partnership gives Dell Alienware the same title for four other international competitions, including the League of Legends World Championship.

The World Championship had 99.8 million unique viewers for the World Finals, showcasing the potential brand value with the esports league.

The deal will bring League of Legends a fleet of hundreds of Alienware Aurora R8 desktop computers with cutting-edge gaming monitors. Along with the computers will be Dell’s SupportAssist diagnostic, helping detect and prevent technical issues before they impact a match.

The computers will be deployed across the globe and “establishes a consistently high-performance standard, much like traditional sports have done in the past across a range of equipment such as game balls, bats, sticks and pucks,” Aletaha said.

“We are thrilled to be able to tap into Alienware and Dell’s unmatched expertise in hardware and technology services to set the gold standard for the official equipment that will power our sport,” she said.

[mc4wp_form id=”8260″]

Mastercard has a long history of sponsoring traditional sports, like Major League Baseball, PGA Tour, Rugby World Cup, and UEFA Champions League, among others.

“Esports is a phenomenon that continues to grow in popularity, with fans that can rival those at any major sporting event in their enthusiasm and energy,” Mastercard Chief Marketing and Communications Officer Raja Rajamannar said at the time of the 2018 Mastercard announcement. “Our Priceless platform is built around connecting with people through their passions.”

Like Mastercard, Dell Alienware will also work with Riot Games for onsite fan activations at all the major League of Legends Esports events to help further the fan attraction of the events.

Along with Alienware and Mastercard, Riot Games is bringing a similar approach to sponsors at a regional level across the globe. In the U.S., the regional sponsorship is State Farm.

Riot Games also has partnerships with Kia in Europe, Mercedes-Benz, and KFC in China, and Gillette in Brazil. The major brands have recognized the growth and significance of esports across the globe and are buying into the industry and its potential opportunities.

READ MORE: Looking Into the Crystal Ball: 3 Esports Predictions for 2019

“The growth of the business of esports overall is incredibly exciting,” Aletaha said. “We’re very encouraged by the meaningful commitment that such respected and recognized brands are making in the space.”

Aletaha said the partnership has roots dating back to CES 2018, when she met key decision makers from the company for the first time. She said major industry conventions are invaluable to her job.

“We very quickly realized as that first meeting that we are both relentlessly committed to elevating the gaming experience for our audience and to the continued technological innovation and overall growth of esports.

“We knew right then and there that partnership was a no-brainer.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

IOC Proposes Holding Separate Olympics for Esports

The organization’s executive board has proposed a separate Olympics for online gaming.
Jan 13, 2021; Washington, DC, USA; The U.S. Capitol Building is seen on Jan. 13, 2021, one week after it was stormed by a pro-Trump mob while a joint session of Congress was certifying the 2020 election victory of President Elect Joe Biden.

House Committee Sends Bill Banning College Athlete Employment to House Floor

The bill has gone further than any other athlete compensation legislation.
May 10, 2024; Lake Forest, IL, USA; Chicago Bears quarterback Caleb Williams during a press conference before Chicago Bears rookie minicamp at Halas Hall.

Caleb Williams Launches Investment Firm Before Signing a Bears Contract

Williams announced 888 Midas for private equity, VC, and real estate deals.
podcast thumbnail mobile
Front Office Sports Today

Clock is Ticking to Restart Coyotes’ Franchise

0:00

Featured Today

Jan 3, 2022; Pittsburgh, Pennsylvania, USA; General view of the NFL shield logo signage before the Pittsburgh Steelers host the Cleveland Browns at Heinz Field.

Odds Stacked Against NFL in Multibillion-Dollar Sunday Ticket Trial

Why the class action trial does not look promising for the league.
Jan 7, 2024; San Francisco, California, USA; Toronto Raptors forward Jontay Porter (11) takes a three-point shot against the Golden State Warriors during the second half at Chase Center.
June 9, 2024

‘Bound to Happen’: The Age of the Sports Betting Scandal Has Arrived

A banishment, betting scheme, and guilty plea all in one scandal-filled span.
June 8, 2024

‘Experimental in Nature’: The Rapid, Confounding Rise of Streaming Bundles

Here’s why confusion continues to outweigh solutions in the streaming package boom.
June 2, 2024

The Nostalgia Market: Michael Jordan’s Memorabilia Remains Coveted, With Caveats

Due to scarcity, and sometimes, items’ undisclosed whereabouts, this world has limitations.
Sponsored

How Daily Fantasy Sports Solved NBA Fantasy

The remarkable growth of the #1 Discord sports server in the world.
Oct 5, 2021; Kansas City, Missouri, USA; Bob Kendrick, president of the Negro Leagues Baseball Museum in Kansas City, points to the lettering outside of the museum Tuesday.
February 28, 2024

How Do You Keep Negro Leagues Baseball History Alive? Put It in a Video Game

Negro Leagues Baseball Museum attracting increased donations, visits from ‘MLB The Show.’
February 29, 2024

Electronic Arts’ Layoffs Signal Ongoing Evolution, Struggles

The company is set to make a second major round of staff cuts in the last year.
Sponsored

How HOKA is Reimagining the NIL Relationship

HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality with NIL.
Sony-Playstation-Demo-Booth
February 27, 2024

Sony to Lay Off 900 From PlayStation Team After Missed Sales Target

Cuts come amid a tough stretch for the gaming industry.
EA Sports
February 15, 2024

EA Sports: Summer Release for Long-Dormant College Football Video Game

Ed O’Bannon’s historic lawsuit led to the shuttering of EA Sports’ popular college games.
Gatorade
February 14, 2024

Was the Gatorade Color Compromised Before Super Bowl LVIII Kickoff?

Multiple gambling companies saw a sharp spike in the color purple prior to Sunday’s kickoff.
Reba McEntire Super Bowl
February 12, 2024

Reba McEntire Repeated ‘the Brave’ in the National Anthem, Sending Prop Bettors Spiraling

BetMGM paid bettors on both the over and the under.