Riot Games announced it has brought on Pringles as a sponsor for the League of Legends European Championship Summer Finals. The LEC is still going through its 2019 Summer Split with two more weeks until the Playoffs. The Summer Finals will take place on Sept. 7 at the Nikos Galis Olympic Indoor Hall.
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— LEC (@LEC) August 15, 2019
LEC Summer Finals
As part of the partnership between Pringles and the LEC Summer Finals, limited-time Pringles cans will be released in Europe. Each of the cans will have a code that buyers can enter into a raffle to have a chance at winning an exclusive Legacy skin. Fans will also be able to enter a raffle to win two tickets to visit the LEC studio in Berlin.
Two Legacy skins will be given away in the raffle every day until the LEC Summer Finals. Legacy skins are considered cosmetics that are retired, seasonal, exclusive for special events, or just generally unavailable to the public. In total, 84 of the skins will be obtainable from the raffle.
“We’ve been steadily developing our esports foot print to gain stronger brand recognition with the community,” said Dominik Schafhaupt, the Marketing Manager for Snacks in Northern Europe at Kellogg Company. “We’ve been present at a series of major tournaments generating content and arranging activations but it’s important we keep expanding our outreach and that we’re able to speak to esports fans across different titles.”
Sponsorship activations are often seen on physical products like cereal and action figures. Some examples include instances where buyers can redeem codes for movie tickets or gift cards. However, this is one of the few partnerships that involve the esports scene. That is where a physical product tries to entice consumers with virtual items in a game instead.
Pringles joins other sponsors like Alienware, KIA, Red Bull, Foot Locker, LION Cereals, coffee brand Tchibo, and Warner Music for the LEC. Teams will compete at the LEC Summer Finals in Athens on Sept. 7 for a chance to secure a World Championship spot. What team are you rooting for in the LEC Summer Finals? Let us know in the comments, and keep up with all of the latest League of Legends news and content here at Daily Esports.
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