Wild Rift Esports Adds Coca-Cola as Worldwide Founding Partner

Wild Rift Esports kicks off first official competitive season in 2022

Riot Games and Coca-Cola® today jointly announced a groundbreaking, multi-year partnership that is the first of its kind in mobile gaming and esports. The agreement aligns League of Legends: Wild Rift and Wild Rift Esports, among the fastest growing mobile gaming and esports franchises, with Coca-Cola, and affords the brand the opportunity to establish connections with players and fans alike in a meaningful way.

“We know that mobile gaming is a critical part of the future of gaming and we are excited to be working with the leader at the intersection of sports and entertainment, Riot Games”, said Brad Ross, Global Vice President, Assets, Influencers & Partnerships, The Coca-Cola Company. “Coca-Cola was an early partner with League of Legends Esports and we know firsthand the power of gaming to unite people from all over the world in competition and fandom. Coca-Cola serves as an ally to gamers - uplifting and refreshing both players and fans.”

Wild Rift Esports, the first mobile esport from Riot Games, has launched its first official competitive season in 2022, highlighted by the establishment of eight regions and a global season finale. Teams around the world will compete in regional tournaments to qualify for Wild Rift’s first international tournament, the Wild Rift Icons Global Championship, which will take place this summer. The date and location of the finale will be announced at a later date.

Coca-Cola, as a worldwide founding partner, will co-create unique fan experiences for both League of Legends: Wild Rift and Wild Rift Esports. The brand will also focus efforts on creating value for the community via access to custom rewards and experiences, including a weekly content series co-created with Wild Rift to uplift, entertain, and champion fans. The first execution of the partnership can be seen in a recent digital campaign from Coca-Cola, titled “It Must Be Real’, featuring scenes from Wild Rift Esports.

This is not the first time Coca-Cola has partnered with Riot Games to bring new and exciting opportunities to gamers. From 2014-2016, Coca-Cola teamed with League of Legends for its World Championship and created custom viewing experiences with highly coveted collectible merchandise in multiple countries through cinema partnerships.

“Coca-Cola helped launch what is now the biggest esports on the planet, League of Legends Esports, so I’m thrilled that they see the future in Wild Rift Esports as well,” said Leo Faria, Global Head of Wild Rift Esports, Riot Games. “This partnership will span across more than 100 countries, including the eight regional leagues that serve as the foundation for our sport.”

“We're thrilled to be working hand-in-hand with Coca-Cola to level up the experience of playing Wild Rift wherever you are in the world,” said Alan Moore, Executive Producer of League of Legends: Wild Rift, Riot Games. “Having their support as we continue to add new features and content to Wild Rift will unlock new possibilities in and out of the game."

“We believe real magic exists at the point of human connection – both in the physical and digital worlds - when friends come together to enjoy an uplifting moment”, said Selman Careaga, Global President, Coca-Cola Trademark, The Coca-Cola Company. “We are looking forward to working closely with the team at Wild Rift to bring new content and experiences to more fans around the world in the coming months and years.”