Beko is the sponsor of the League of Legends European Championship
Published by Giselle
June 10, 2019 7:31 am
Beko, the leading household appliance brand in Europe, announced its intention to become an Official Supplier of the European League of Legends Championship (LEC). As part of this new collaboration, Beko’s goal is to bring its “Eat Like A Pro” initiative to a wider audience through a combination of eSports and social responsibility.
The new partnership includes broadcast integration rights, activation rights, product placement, brand use, and category exclusivity. As an official LEC partner, Beko will develop activities focusing on its social initiative “Eat Like A Pro” to promote a healthier diet. Beko plans to expand the campaign with exclusive content with professional players to promote healthy eating habits in the gaming community and use the heroes of eSports as role models.
Given that Beko has been supporting various sports for 30 years to help future generations grow up healthy, Zeynep Yalım Uzun, CMO of Beko, said:”The official partnership at the LEC is important to both increase our global branding and create significant social benefits by influencing the masses. As the number one eSports game in the world, League of Legends is played by more than 100 million players worldwide and in 2019 the number of LEC viewers increased by an average of 50% compared to 2018. Parallel to our links to more traditional sports, this eSports sponsorship will show that Beko supports the life and lifestyle of a younger generation of digital natives. The LEC is broadcast in six languages and its popularity is growing steadily. We believe that the collaboration will increase Beko’s brand awareness in the target markets and help us reach a wider audience with the “Eat Like A Pro” initiative to promote healthy nutrition.”
Alban Dechelotte, Head of Sponsorships and Business Development at Riot Games EU, commented on the partnership:
“We look forward to the partnership with Beko. We will work together to develop exclusive content to promote healthy eating and present professional LEC players with some fun surprises. We look forward to working with Beko to provide a great experience for all League of Legends players in Europe”.
The Beko brand is the number one in the European free-standing household appliance market and the second largest household appliance brand in Europe (Dec 2017). Since 2000, Beko has been the fastest growing brand for household appliances in the European market. Beko is an international household appliance brand from Arçelik and a premium partner of FC Barcelona.