JUE 13 DE JUNIO DE 2024 - 05:17hs.
CBLOL and CBLOL Academy

Santander and Riot Games sign partnership to operate in Brazil’s League of Legends scenario

Riot and Santander announced this Friday (22), a five-year partnership for the competitive LoL scene in Brazil. The bank debuts as a master sponsor this Saturday (23), during the final of the first stage of the Brazilian League of Legends Championship (CBLOL) between paiN Gaming and RED Canids Kalunga, with a presence also at the CBLOL Academy, a tournament whose objective is to reveal new talents.

During the broadcast, Santander will present the championship and will award the player who is elected the highlight of the final (the best player in each series). There will also be inserts during game breaks and special drops (League of Legends game content, such as icons and emotes, distributed to spectators) from the bank to fans who watch CBLOL through the lolesports website. Other content and activations will be revealed from the second stage of the tournament.

The Brazilian broadcasts of the Mid-Season Invitational (MSI) and Worlds, League of Legends international and world championship, respectively, will also be sponsored by the brand.

"Being able to count on the support of Santander is a source of great pride for us. In addition to reinforcing the growing importance of eSports in Brazil, this long-term partnership allows us to further develop the local competitive scene of League of Legends, and create together with Santander new possibilities and experiences that only Santander can offer CBLOL fans," says Carlos Antunes, head of eSports at Riot Games in Brazil.

“The partnership with CBLOL represents a great milestone for Santander, which enters with all its might in one of the most traditional eSports championships in Brazil. We will walk side by side with gamers, both professionals and amateurs, as well as those who work to be a pro player in electronic sports. We are not here just to be just another sponsor, but also to contribute to the CBLOL Academy and, respectively, to the Brazilian eSports scenario,” says Danielle Sardenberg, executive superintendent of marketing at Santander.

Santander's partnership with CBLOL is part of an ambitious strategy to be recognized as the bank of gaming in Brazil. The institution put its foot in the gamer universe by being one of the main supporters of CCXP Worlds 2020, the virtual edition of Comic Con Experience. In 2021, the bank launched the ‘Tem Santa, tem game’ campaign, in partnership with Furia, one of the fastest growing eSports organizations in the Brazilian market. The brand was also present at The Starter Series, a mentoring program run by one of the largest streaming platforms in the world, Twitch.

Last year, the bank also inaugurated a consortium line aimed at gamers. With ‘Consórcio Gamer Santander’, customers can purchase a series of peripherals, from the simplest to the most complex, such as PCs, notebooks, consoles, chairs, gamer kits, headsets and driving kits.

Santander's entry into the world of Esports competitions began when the institution became one of the main supporters of the Brazilian Free Fire League (LBFF) in the 2021 season. The success was so great that the bank announced the renewal of its partnership for the season 2022 announcing Camilota XP, presenter of the league, as the bank's ambassador in the gaming universe.

Riot Games was founded in 2006 with the goal of developing, distributing and supporting the biggest and best games with a focus on players. In 2009, the company released League of Legends, its debut title, to worldwide acclaim. LoL has grown to become the most played PC title in the world, becoming one of the key points in the explosive growth of the eSports sector.

As LoL enters its second decade, Riot continues to improve the game while delivering new experiences to the community with VALORANT, Teamfight Tactics, Legends of Runeterra, League of Legends: Wild Rift, and numerous other titles in development. Riot is also expanding the world of Runeterra into multimedia projects, including music, comics, board games and the Arcane animated series.

Founded by Brandon Beck and Marc Merrill, and led by CEO Nicolo Laurent, Riot Games is headquartered in Los Angeles, California and has over 3,000 ‘Rioters’ in over 20 offices worldwide.

Source: GMB