Now, League of Legends has secured what
is perhaps the most sought after prize in the industry—a long-term sponsorship
from Coca-Cola. Coke Zero will sponsor a competitive league for up-and-coming
players looking to make a splash in professional circles, called the LCS-lite. The
amount of funding provided by Coca-Cola has not been disclosed.
Coke has
been backing eSports events since as early as 2001, when it sponsored a
competition called the Coca-Cola Ongamenet StarLeague in South Korea. But the
company is now clearly betting that the eSports industry is on its way to an
even larger explosion in popularity and visibility.
“ESports
is at a point now where the company feels like it’s time to move into the
industry," Matt Wolf, Coca-Cola’s global head of gaming, told the Daily Dot.
"There are several signs that show that this is real, it’s sustainable,
and the growth is astronomical.
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