*By Carlo Versano* Riot Games, the developer of the ever-popular "League of Legends," is partnering with Mastercard in a new kind of sponsorship deal that could become the vanguard for legacy brands that want to reach a younger demographic of gamers who have all but dismissed traditional forms of advertising. For Riot, which has benefited from skyrocketing interest in its flagship game ー 90 million hours are watched on average during the regular season ー Mastercard was an ideal fit for a "global sponsorship for our global sport," Naz Aletaha, head of esports partnerships at Riot, said Wednesday in an interview on Cheddar. Aletaha said "League of Legends" is proving to be a phenomenon. The company operated 14 leagues on five continents and has broken esports streaming records. Its semifinal match was held at the Oracle Arena earlier this month, on the home court of the defending NBA World Champion Golden State Warriors. None of that was lost on Mastercard, which sees the fervor and fandom around esports as an untapped market made up of largely young people who have eschewed traditional media and its ads for interactive online worlds, which include "League of Legends." The financial giant will debut as a sponsor at the League of Legends World Championships in South Korea on Oct. 1. Raja Rajamannar, chief marketing and communications officer for Mastercard, told Cheddar in a separate interview that this deal represents a high-level example of the "experiential" marketing that companies now crave. "Storytelling is dead," he said. "It's all about story-making." To that end, Aletaha explained that the first pieces of the sponsorship will include opportunities for fans to watch rehearsals in Korea and even "step in the shoes of a pro gamer" and play a live game from the championship stage and sit in a VIP section alongside the pros. That kind of partnership, debuting at World Championships ー "the pinnacle of esports events," as Aletaha put it ー helps validate the industry as it faces obstacles, from [sexism](https://kotaku.com/inside-the-culture-of-sexism-at-riot-games-1828165483) to [stereotypes] (https://www.adweek.com/brand-marketing/the-future-of-esports-and-the-implications-for-advertising-and-sports-as-we-know-it/). But Aletaha is undeterred. "We think our future is so bright," she said. Terms of the sponsorship were not disclosed. For full interview [click here](https://cheddar.com/videos/head-of-esports-partnerships-at-riot-games-talks-new-deal-with-mastercard).

Share:
More In Business
Starbucks’ Change Flushes Out a Debate Over Public Restroom Access
Starbucks’ decision to restrict its restrooms to paying customers has flushed out a wider problem: a patchwork of restroom use policies that varies by state and city. Starbucks announced last week a new code of conduct that says people need to make a purchase if they want to hang out or use the restroom. The coffee chain's policy change for bathroom privileges has left Americans confused and divided over who gets to go and when. The American Restroom Association, a public toilet advocacy group, was among the critics. Rules about restroom access in restaurants vary by state, city and county. The National Retail Federation says private businesses have a right to limit restroom use.
Trump Highlights Partnership Investing $500 Billion in AI
President Donald Trump is talking up a joint venture investing up to $500 billion for infrastructure tied to artificial intelligence by a new partnership formed by OpenAI, Oracle and SoftBank. The new entity, Stargate, will start building out data centers and the electricity generation needed for the further development of the fast-evolving AI in Texas, according to the White House. The initial investment is expected to be $100 billion and could reach five times that sum. While Trump has seized on similar announcements to show that his presidency is boosting the economy, there were already expectations of a massive buildout of data centers and electricity plants needed for the development of AI.
Load More