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Leagues:

League of Legends European Championship (LEC) Summer Split 2019 Finals

League/Tournament Brands:

  • Potato chip brand Pringles will sponsor the League of Legends European Championship (LEC) Summer Finals.
  • Some 115M Pringles cans across Europe will feature codes that allow League of Legends players to enter to win rare character skins or a trip to the LEC studio in Berlin.
  • The LEC Summer Finals will take place in Athens, Greece, on Sept. 7-8, with LION Cereals announced as the event’s main sponsor.

The Kellogg Company’s Pringles potato chip brand is the latest sponsor for the League of Legends European Championship (LEC) Summer Finals, Riot Games announced today.

Pringles will bring League of Legends to its snack cans across Europe, which will feature codes that allow purchasers to enter a daily raffle to win an in-game Legacy skin. Some 115M cans will feature the codes, with just 84 of the rare, previously retired character skins being awarded (two per day) between now and Sept. 26.

A separate contest will allow two winners to earn a trip to the LEC studio in Berlin in February 2020 to watch a broadcast, tour the backstage areas, and meet the casters. According to the contest website, there will be additional ways to enter the contests, including by completing an online word search or via the League of Legends game client.

“We’ve been steadily developing our esports footprint to gain stronger brand recognition with the community. We’ve been present at a series of major tournaments generating content and arranging activations, but it’s important we keep expanding our outreach and that we’re able to speak to esports fans across different titles,” said Kellogg Company’s marketing manager of snacks for Northern Europe, Dominik Schafhaupt, in a release. “We’ve seen the energy and passion of the LEC fans and we’re excited to work with the team at Riot to help us build our relationship with their community for the Summer Finals.”

The LEC Summer Finals will take place at the Nikos Galos Olympic Indoor Hall in Athens, Greece, on Sept. 7-8. LION Cereals has been announced as the event’s main partner, with additional sponsors including Warner Music and German coffee chain Tchibo. The event will also feature an exhibition space with booths for LEC teams and sponsors, as first introduced at the LEC Spring Finals in Rotterdam in April.





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