Amazon becomes a partner of the League of Legends European Masters

Riot Games announces Amazon as its next partner around the League of Legends European Masters. It is reported that the deal will be valid throughout the current and next seasons. In addition, as part of the agreement, the championship will be renamed the League of Legends Amazon European Masters.

According to a press release, Amazon will focus on potential buyers who are fans of the tournament.

Zeynep Genkaga, Senior Business Development Manager, Riot Games Europe and MENA: "We are delighted to welcome Amazon to the EU Masters, which hosts a high-level competition between European Regional Leagues that highlights rising stars across the region."

In addition, the partnership agreement aims to make Amazon a "popular e-commerce destination" for Amazon European Masters viewers.

The European Masters 2021 Summer Main Event kicks off on 30 August and will feature 16 of the best teams in the European League of Legends vying for a prize pool of € 150,000. The final is expected to take place on September 19.

As a reminder, Amazon's previous collaboration with Riot Games included the distribution of skins through Prime Gaming. The company also recently partnered with BLAST and Twitch to host the upcoming BLAST Titans Apex Legends.