As the main event of the European Masters (EU Masters) 2020 Summer competition kicked off Monday, Riot Games EU announced two new sponsors for the tournament, Volvic Germany and HyperX. Financial details of the deals were not disclosed.
HyperX, a gaming gear brand that is sponsoring several esports events and influencers, will sponsor the EU Masters’ “Big Plays” live in-game highlights replay segment.
Volvic Germany, a Danone-owned water brand, recently entered esports with a sponsorship of the German esports organization BIG’s League of Legends team. Volvic is the second Danone-owned water brand to become a sponsor in the esports ecosystem. In April 2019, the multinational food-products corporation’s Font Vella water brand signed sponsorships with four Spanish esports teams: Team Queso, X6tence, Mad Lions, and Vodafone Giants.
Alban Dechelotte, head of partnerships and business development for Riot Games EMEA, told The Esports Observer that the partnerships with HyperX and Volvic were brought to the company through the League of Legends European Championship (LEC) and EU Masters official marketing agency SPORTFIVE.
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