MASTERCARD AND LEAGUE OF LEGENDS ESPORTS

In 2018, Mastercard partnered with Riot Games’ League of Legends esports and has since grown its marketing platform to reach more fans each year. Guiding Mastercard’s strategy is the notion that LoL fans have invested in the success of their passion’s meteoric rise. To engrain Mastercard into the heart of the community, the brand aims to recognize fans’ investment and reward them for their contributions.

Initially focusing on onsite activation during events, Mastercard’s approach evolved to also engaging fans online to build year-round, always-on fan engagement. To further connect with the community, Mastercard’s @MastercardNexus Twitter handle serves as a hub of constant conversation and content deployment.

In 2020 when physical activations halted, Mastercard shifted its focus to digital only and executed ambitious activations that put the fans at the center and brought them closer to their passion during these unprecedented times. This plan culminated during the marquee tournament of the year, the World Championship, which also marked the 10th anniversary of the event. To celebrate, Mastercard gave back to the community who have grown the sport to where it is today. The main objectives were to (1) drive awareness of the partnership and engagement via the @MastercardNexus Twitter handle through content and digital rewards, (2) build differentiation by providing value to the community through Priceless.com, and (3) drive scale to tap into the global audience through the ‘Thank the Fans’ initiative.

Through executions that push the boundary of how fans engage and consume the esport – whether it’s content, in-game activations, or co-branded card products – Mastercard has showcased its commitment to LoL esports, the fans, and its ability to understand the space.  This allows Mastercard to deliver unique value to fans to drive long-term preference for the brand and further cement itself into the hearts and minds of the LoL community.