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Santander confirms major esports sponsorships

Santander confirms major esports sponsorships

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Spain’s Banco Santander has announced a multi-year agreement to become a main sponsor of the League of Legends European Championship (LEC) and the Liga Latinoamérica (LLA).

In 2021, the League of Legends World Championship drew a peak viewership of close to 74m concurrent live viewers, with an average audience of just over 30m, making it one of the most watched esports events worldwide. With the motto: “Level up your dreams”, Santander wants to build a new community and connect with younger generations to help them prosper.

This partnership is a 100% digital media agreement, complementing the bank’s global sponsorships in F1 and football. The bank will also sponsor the League of Legend’s Brazilian Championship (CBLOL). 

Santander will display a variety of its assets to promote the brand and raise awareness, including: logo placements, dedicated content segments, commercial slots during broadcast breaks, banners, drops and VIP tickets for live events. 

Juan Manuel Cendoya, Global Head of Communications, Corporate Marketing & Research at Santander, says: “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 digitalisation. 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.”

Maximilian Schmidt, Head of League of Legends esports in EMEA, says: “It is a pleasure for us to collaborate with a global banking institution committed to innovation, digital transformation and providing the best possible services for younger generations.”