League of Legends has revealed that Amazon is now the naming partner for its European Masters competition.
The League of Legends Amazon European Masters
On August 30th, Riot Games announced via the European Masters Twitter account that it has teamed up with Amazon for summer 2021 and beyond. The League of Legends EU Masters has been renamed the Amazon European Masters, and the partnership is said to continue well through to the 2022 season.
The partnership kicked off with the European Masters 2021 Summer Main Event, which began on announcement day. The competition will run until the 19th of September, with sixteen of Europe’s best League of Legends teams fighting for the lion’s share of the €150,000 prize pool.
The League of Legends European Masters’ first naming partner
Zeynep Gencaga, Senior Manager, Business Development Riot Games Europe & MENA, said, “We couldn’t be more excited for a global brand like Amazon to be our very first Naming Partner for our European competition.” This, however, is not Amazon’s first dip into the world of gaming.
Amazon owns Twitch, the world’s leading video game streaming platform. On top of that, the company has its game studio where they publish their titles. Most recently, Amazon Games released New World, a seventeenth-century styled MMO-RPG.
Other esports Amazon is getting into
Amazon has also recently partnered up with Twitch and the popular FPS tournament organizer, BLAST. They will collaborate in producing the tournament organizer’s upcoming BLAST Titans Apex Legends event.
In late 2020, Amazon partnered with The Nuel and GGTech Entertainment to produce the Amazon University Esports. The tournament series was featured in the United Kingdom, Italy, and Spain. Riot’s League of Legends, Team Fight Tactics, and Supercell’s Clash Royale were the main games played in the Amazon University Esports.
It’s looking like the collaboration between Amazon and Riot Games in Europe will continue to strengthen League of Legends’ hold on the European market. The Amazon European Masters is currently in its group stages. Catch all the action on Twitch.