'League of Legends' Inks Major Sponsorship Deal with Mastercard
*By Conor White*
Mastercard is teaming up with "League of Legends" to become the first global sponsor of one of the world's largest esports ー all in the interest of greater connectivity.
"We are looking for passion points where we can create and curate experiences for our consumers," Raja Rajamannar, Mastercard's chief marketing and communications officer, said.
The financial giant will focus on three annual global tournaments: the Mid-Season Invitational, the All-Star Event, which rounds out the year, and the pinnacle of all esports eventsー the World Championship, which begins in South Korea on Oct. 1.
For Rajamannar, the deal arrives at an ideal time. He told Cheddar that "esports is absolutely stunningly big and growing fast."
Mastercard will offer "Priceless" experiences ー behind-the-scenes tours, the chance to watch a game with a "League of Legends" pro player from VIP seats, and even an opportunity to test the gaming PCs the pros will compete on during the World Championship final.
In Rajamannar's view, it's all about interactive ads, the way of the future.
"The traditional model of advertising is dead, storytelling is dead," said explained. "It's all about story-making."
"You create experiences for consumers in the areas they care about, and then they become the storytellers themselves."
The partnership will also diversify Mastercard's world-class sports and entertainment portfolio, which already includes partnerships with MLB, the PGA Tour, and rights to the Rugby World Cup Japan 2019. League of Legends games are broadcast to millions of fans across the world in 18 different languages, and the World Championship event boasts an average 80 million unique viewers.
This is Mastercard's first foray into the esports arena, and though the company knows it has a long way to go, Rajamannar ー along with the rest of the team ー is excited and something on which he's willing to take a risk.
"We are at the beginning of the journey, and it's a big step that we are taking," he said. "We want to be very thoughtful, we want to be very careful and learn along the way."
For full interview [click here](https://cheddar.com/videos/master-of-esports).
Dave Long, CEO and Co-Founder of Orangetheory Fitness joins Cheddar to chat trends in the industry for 2024. He updates us on the company's plans to expand and what the state of the economy has meant for business.
One of the world's largest renewable energy developers will be getting hundreds of wind turbines from General Electric spinoff GE Vernova as part of a record equipment order and long-term service deal.
A moon landing attempt by a private US company appears doomed because of a fuel leak on the newly launched spacecraft. Astrobotic Technology managed to orient the lander toward the sun Monday so its solar panel could capture sunlight and charge its onboard battery.
Treasury Secretary Janet Yellen has announced that 100,000 businesses have signed up for a new database that collects ownership information intended to help unmask shell company owners. Yellen says the database will send the message that “the United States is not a haven for dirty money.”
A new version of the federal student aid application known as the FAFSA is available for the 2024-2025 school year, but only on a limited basis as the U.S. Department of Education works on a redesign meant to make it easier to apply.
A steep budget deficit caused by plummeting tax revenues and escalating school voucher costs will be in focus Monday as Democratic Gov. Katie Hobbs and the Republican-controlled Arizona Legislature return for a new session at the state Capitol.
The first U.S. lunar lander in more than 50 years is on its way to the moon. The private lander from Astrobotic Technology blasted off Monday from Cape Canaveral, Florida, catching a ride on United Launch Alliance's brand new rocket Vulcan.
Global prices for food commodities like grain and vegetable oil fell last year from record highs in 2022, when Russia’s war in Ukraine, drought and other factors helped worsen hunger worldwide, the U.N. Food and Agriculture Organization said Friday.
Wall Street is drifting higher after reports showed the job market remains solid, but key parts of the economy still don’t look like they’re overheating.
