Online battle arena video game League of Legends has signed Chinese Mobile Phone producer Oppo as its first Official Smartphone Partner.
The deal will run until 2024 with the activation starting at the 2019 World Championships, which will begin on October 2 and be held in Paris, Madrid and Berlin.
The deal extends to the Mid-Season Invitational and the All-Star Event and continue across all three of these annual global events throughout the duration of the contract.
This activation will take multiple forms. Oppo will become the Presenting Partner for the MVP award at the World Championship and the Mid-Season Invitational. The brand will also run several consumer promotions and utilise its smartphone technology to enhance fan experience at the events.
Oppo has ramped up its profile in sports via sponsorships of LaLiga club Barcelona, grand slam tennis championship Wimbledon and the International Cricket Council. This partnership represents its first entrance into esports.
Brian Shen, Oppo vice-president and president of global marketing, highlighted the opportunity of the growing platform. He said: ‘’Esports is a fast-growing sport globally, and League of Legends has become a lifestyle of many young people in recent years.
‘’As a consumer-centered brand, Oppo always seeks the right way to communicate with young people, our target audience.’’
League of Legends continues to add to its sponsorship portfolio, with this agreement closely following the addition of Louis Vuitton.