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Soft drink manufacturing company Coca-Cola has agreed a multi-year partnership with Riot Games, focusing on mobile gaming and esports.
This agreement covers the mobile game League of Legends: Wild Rift and Wild Rift Esports.
«We know that mobile gaming is a critical part of the future of gaming and we are excited to be working with the leader at the intersection of sports and entertainment, Riot Games,» said Brad Ross, global vice-president for assets, influencers and partnerships at The Coca-Cola Company.
«Coca-Cola was an early partner with League of Legends Esports and we know first-hand the power of gaming to unite people from all over the world in competition and fandom.
«Coca-Cola serves as an ally to gamers – uplifting and refreshing both players and fans.»
The company is a worldwide founding partner of Riot Games, creating a fan experience for both games.
Riot Games is the publisher of the popular online game League of Legends.
A digital campaign from Coca-Cola called «It Must Be Real» has been launched too, featuring scenes from Wild Rift Esports.
From 2014 to 2016, Coca-Cola teamed with League of Legends for its World Championship, creating collectable merchandise as part of the deal.
«Coca-Cola helped launch what is now the biggest esports on the planet, League of Legends Esports, so I’m thrilled that they see the future in Wild Rift Esports as well,» said Leo Faria, global head of Wild Rift Esports, Riot Games.
This partnership is to cover more than 100 countries, including Wild Rift Esports’ eight regional leagues.
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Michael Houston is a reporter at insidethegames.biz. He has worked at several major events, including the cycling at the Glasgow 2014 Commonwealth Games. He also has experience working for the World Curling Federation and British Athletics.
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For nearly 15 years now, insidethegames.biz has been at the forefront of reporting fearlessly on what happens in the Olympic Movement. As the first website not to be placed behind a paywall, we have made news about the International Olympic Committee, the Olympic and Paralympic Games, the Commonwealth Games and other major events more accessible than ever to everybody.
insidethegames.biz has established a global reputation for the excellence of its reporting and breadth of its coverage. For many of our readers from more than 200 countries and territories around the world the website is a vital part of their daily lives. The ping of our free daily email alert, sent every morning at 6.30am UK time 365 days a year, landing in their inbox, is as a familiar part of their day as their first cup of coffee.
Even during the worst times of the COVID-19 pandemic, insidethegames.biz maintained its high standard of reporting on all the news from around the globe on a daily basis. We were the first publication in the world to signal the threat that the Olympic Movement faced from the coronavirus and have provided unparalleled coverage of the pandemic since.
As the world begins to emerge from the COVID crisis, insidethegames.biz would like to invite you to help us on our journey by funding our independent journalism. Your vital support would mean we can continue to report so comprehensively on the Olympic Movement and the events that shape it. It would mean we can keep our website open for everyone. Last year, nearly 25 million people read insidethegames.biz, making us by far the biggest source of independent news on what is happening in world sport.
Every contribution, however big or small, will help maintain and improve our worldwide coverage in the year ahead. Our small and dedicated team were extremely busy last year covering the re-arranged Olympic and Paralympic Games in Tokyo, an unprecedented logistical challenge that stretched our tight resources to the limit.
2022 is not going to be any less busy, or less challenging. We have the Winter Olympic and Paralympic Games in Beijing, where we are sending a team of four reporters, the Commonwealth Games in Birmingham, the Summer World University and Asian Games in China, the World Games in Alabama and multiple World Championships. Plus, of course, there is the FIFA World Cup in Qatar.
Unlike many others, insidethegames.biz is available for everyone to read, regardless of what they can afford to pay. We do this because we believe that sport belongs to everybody, and everybody should be able to read information regardless of their financial situation. While others try to benefit financially from information, we are committed to sharing it with as many people as possible. The greater the number of people that can keep up to date with global events, and understand their impact, the more sport will be forced to be transparent.
Support insidethegames.biz for as little as £10 – it only takes a minute. If you can, please consider supporting us with a regular amount each month. Thank you.
Read more 
