"We know that mobile gaming is an important part of the future of gaming, and we are pleased to work with whoever is at the forefront of this intersection of sport and entertainment: Riot Games," said Brad Ross, Vice President of Global Resources, Influencers and Partnerships from The Coca-Cola Company.
"Coca-Cola was one of the first esports partners in League of Legends, so we've already seen firsthand how the power of games is able to unite people from all over the world through competitions and fan communities. Serving as an ally for people who play, Coca-Cola aims to excite and refresh players and fans alike," adds Ross.
This isn't the first time Coca-Cola has partnered with Riot Games to bring new and exciting opportunities to the community. From 2014 to 2016, the brand joined League of Legends at the World Championship and created, through partnerships with cinemas, personalized experiences for viewers with highly coveted, collectible merchandise in multiple countries.
"Coca-Cola helped launch what is now the biggest eSport in the world, League of Legends Esports, and I'm very happy that the brand also sees a future in Wild Rift Esports!", says Brazilian Leo Faria, World Director Wild Rift Esports by Riot Games. "The partnership will encompass more than 100 countries, including the eight regional leagues that will serve as the foundation for our sport."
Wild Rift Esports, Riot Games' first mobile esport, launched its first official competitive season in 2022, highlighted by the establishment of eight regions and a global scale Finals to cap off the season. Teams from around the world will compete in regional tournaments with the aim of qualifying for the first international Wild Rift tournament, the Wild Rift Icons Global Championship, which will take place in the middle of the year. Final date and venue will be announced soon.
Coca-Cola, as a worldwide founding partner, will jointly create unique experiences for both League of Legends: Wild Rift and Wild Rift Esports with Riot Games. The brand will also strive to value the community with access to personalized experiences and rewards, including a weekly content series created in conjunction with Wild Rift to excite, entertain and support fans. The first act of this partnership can be seen in Coca-Cola's current digital campaign, called "It Must Be Real", which features footage from Wild Rift Esports.
"We are very excited to be working with Coca-Cola to raise the bar for Wild Rift players, regardless of region," said Alan Moore, Executive Producer of League of Legends: Wild Rift at Riot Games. "By relying on this support as we continue to add features and content to Wild Rift, we will be able to unlock new possibilities both in and out of the game."
"We believe the real magic lies in the human connection (both physical and digital) that occurs when friends come together to enjoy an exciting time," said Selman Careaga, Global Trademark President of Coca-Cola and The Coca-Cola Company. "We can't wait to work closely with the Wild Rift team to bring new content and experiences to more and more fans around the world in the months and years to come."
"We believe the real magic lies in the human connection (both physical and digital) that occurs when friends come together to enjoy an exciting time," said Selman Careaga, Global Trademark President of Coca-Cola and The Coca-Cola Company. "We can't wait to work closely with the Wild Rift team to bring new content and experiences to more and more fans around the world in the months and years to come."
Source: GMB
