Riot Games announces Pringles as LEC Summer Finals sponsor

Riot Games has named Pringles as a sponsor of the LEC Summer Finals, which kicks off on September 7th.

As part of the partnership, Pringles cans across Europe will carry a code that allows buyers to enter a raffle to win an exclusive Legacy skin. Two Legacy skins will be given away every day until the LEC Summer Finals.

The Summer Finals will take place on September 7-8th in Athens, Greece. Theevent will see the top six LEC teams go head-to-head with hopes of winning the Summer Split and a place at the 2019 World Championship.

Alban Dechelotte, Head of Sponsorship & Business Development EU Esport at Riot Games commented in a release: “League of Legends has been in the market for 10 years. Our game features family-friendly graphics which means we’re able to cater towards a younger generation, this combined with the momentum of the LEC creates an attractive proposition for mainstream brands.

“Pringles has been leading the charge when it comes to mainstream integration in esports. We’ve seen the fantastic work they’ve done and we’re excited to build them a tailor-made campaign to help create a meaningful connection with our fans. This will be the first time Legacy skins will be made available in stores and within easy reach for our players.”

Pringles will also be hosting a raffle which will be open until September 30th. Two winners will be offered an exclusive match-day experience at the LEC studio in Berlin. This experience includes a backstage tour and a meet-and-greet with the LEC casters.

Dominik Schafhaupt, Marketing Manager Snacks Northern Europe at Kellogg Company also spoke on the deal: “We’ve been steadily developing our esports footprint to gain stronger brand recognition with the community. We’ve been present at a series of major tournaments generating content and arranging activations but it’s important we keep expanding our outreach and that we’re able to speak to esports fans across different titles. We’ve seen the energy and passion of the LEC fans and were excited to work with the team at Riot to help us build our relationship with their community for the Summer Finals.”

Pringles joins the evergrowing list of LEC sponsors which includes the likes of Warner Music, german coffee brand Tchibo, appliance company Beko, energy drink brand Red Bull, and LION Cereals. It extended its partnership with ESL in February, covering events across the Central and Eastern European region and the Nordics.

Esports Insider says: LEC appears to be doing incredibly well under its new branding, securing partner after partner in quick succession. With Pringles already popping up in the esports industry on several occasions, this seems like a good move for it to continue to expand its presence.

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