Riot Games has announced a multi-year, global partnership between Coca-Cola and Wild Rift Esports, according to a press release shared Thursday. Coca-Cola will co-found Wild Rift as the new mobile esports enters its first year of competition.
Leo Faria, global head of Wild Rift Esports at Riot Games, said Coca-Cola is the best choice for a global partner because its goals are in line with what Riot is trying to do to grow Wild Rift Esports.
“It was very clear in our talks that they shared our vision,” Faria said in an interview. “They believed very strongly in the future of mobile.”
Faria said that in addition to believing in the boom in mobile gaming, he also shares Riot's desire to promote accessibility in its esports and make it something truly global.
In the past, Coca-Cola has partnered with League of Legends. This pre-existing history and global presence of the company was also one of the big factors in creating the partnership. Faria also said the partnership will open doors to venues and capabilities that Riot wouldn't normally have. He expects Coca-Cola to continue its tradition of hosting live events.
According to the press release, Coca-Cola will be involved in creating "unique fan experiences" for Wild Rift. Coca-Cola's latest digital campaign features scenes from Wild Rift Esports. “As we continue to add new features and content to Wild Rift, getting their support will unlock new possibilities in and out of the game,” Alan Moore, executive producer of League of Legends: Wild Rift at Riot Games, said in a press release. Said.
"We look forward to working closely with the Wild Rift team to bring new content and experiences to more fans around the world in the months and years to come," said Selman Careaga, global head of The Coca-Cola Company.
Wild Rift's first international tournament, the Wild Rift Icons Global Championship, will take place this summer with teams competing to participate in regional events.
Kaynak