Santander becomes primary sponsor of LEC, LLA

Banco Santander aspires to create a new ecosystem and engage with newer generations to assist them to succeed.

Santander has signed a multi-year contract to become the League of Legends European Championship (LEC) and Liga Latinoamérica’s (LLA) primary partner.

Some of the most well-known broadcasters, musicians, and League of Legends gamers helped launch Santander’s esports sponsorship during an occasion in Madrid. Banco Santander aspires to create a new ecosystem and engage with newer generations to assist them to succeed with the slogan “Level up your aspirations.”

The League of Legends European Championship and Liga Latinoamérica collaboration is a complete multimedia deal that will supplement the bank’s current international partnerships in Formula One and football. The bank would also promote the League of Legends Brazilian Championship (CBLOL) as part of this partnership.

Santander will use a range of resources to create brand awareness and raise knowledge and understanding about itself in the League of Legends communities during the esports events, including brand placements, dedicated product segments, advertisement slots during broadcast break times, banner ads, drops, and VIP bookings for the finals, among many other things, as a sponsor for these League of Legends esports competitions in Europe (LEC) and Latin America (LLA and CBLOL).

Juan Manuel Cendoya, Global Head of Communications, Corporate Marketing and Research at Banco Santander, said, “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. 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, stated, “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.”

League of Legends is amongst the most popular esports on the planet, with some of the most well-developed elite tournaments and a large fan base. According to the organizers, the League of Legends World Championship garnered a maximum viewing audience of about 74 million simultaneous live spectators in 2021, with a mean minute viewing of just over 30 million, making it one of the most viewed esports competitions in the entire globe.

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