Santander enters into agreement with LEC and LLA

Santander International Bank announced a multi-year agreement with Riot Games to sponsor the League of Legends European Championship (LEC) and Liga Latinoamerica (LLA). The deal sees Santander become the main sponsor of both leagues for at least the next three years, providing various activations.

Planned activations include logo placement during competitions, dedicated content segments, commercial slots during broadcast breaks, banners and VIP tickets.

Natalie Picco, director of corporate marketing, branding and digital engagement at Santander: "We want to be seen as the bank of the future, we want to look to the future, we want to connect with this new generation. So the association with the gaming industry makes a lot of sense. Esports creates jobs places, there are professional teams, there are high performance centers with people training, and that's what we want to connect with."

Note that the bank has previously shown interest in the eSports sector. Its sister brand Openbank sponsored the Superliga. In addition, Santander has promoted itself in the Brazilian scene by sponsoring the Brazilian Free Fire League and the esports organization FURIA. The bank also recently announced a five-year partnership with the Brazilian League of Legends Championship (CBLOL).

The partnership was officially unveiled on June 14 at an event hosted in Madrid featuring streamers, artists and professional League of Legends players.