September 19, 2021

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Riot Games‘ League of Legends European Masters competition has announced e-commerce company Amazon as its...

Riot Games‘ League of Legends European Masters competition has announced e-commerce company Amazon as its naming partner for the Summer 2021 event and the 2022 season.

As a part of the deal, the competition will be renamed the Amazon European Masters.

Image Credit: Riot Games

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Zeynep Gencaga, Senior Manager, Business Development Riot Games Europe & MENA, spoke on the announcement: “We are thrilled to welcome Amazon to EU Masters, the home of high-level competition between the European Regional Leagues that shine the spotlight on the rising stars across the region.

“We couldn’t be more excited for a global brand like Amazon to be our very first Naming Partner for our European competition.”

According to the release, Amazon will work with European Masters to create a ‘unified shopping experience’ for its European fans. 

Moreover, the partnership aims to make Amazon the ‘go-to e-commerce destination’ for Amazon European Masters’s viewers. 

The European Masters 2021 Summer Main Event is set to commence on August 30th, and will feature top 16 European League of Legends teams battling for a share of the €150,000 (~£128,656) prize pool. The final is expected to take place on September 19th. 

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Amazon’s previous collaborations with Riot Games include League of Legends skin shards giveaway through Prime Gaming. 

The e-commerce company also recently partnered with BLAST and Twitch for the tournament organiser’s upcoming BLAST Titans Apex Legends event. Amazon also owns the live-streaming platform.

Esports Insider says: This notable partnership meant to bolster European Masters competition reflects Amazon’s interest in the European esports scene. Besides partnering with tournament organisers, the company seeks to help develop the European collegiate esports scene by organising its own collegiate series for students of multiple European countries, with plans for further expansion. 

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