Several endemic and non-endemic brands have exclaimed interest in sponsoring the 2017 League of Legends World Championship later this year.
Various sources from within the region have claimed in the past week that the list includes Logitech, Intel, Mercedes-Benz, L’Oreal Men Expert, and a local dairy company called Yili. Speaking with Dot Esports, the regional office of Riot Games confirmed that it has indeed been in talks with the aforementioned companies. However, it pointed out that the discussions were mostly centered around sponsoring the League of Legends Pro League (LPL) broadcast. This is similar to how the League Championship Series (LCS) attracted brands like American Express, Coca-Cola, and Gillette as sponsored partners in recent times.
That being said, a prestigious global automobile manufacturer like Mercedes-Benz showing interest in the world esports world is another reminder about how far competitive gaming has come. We have already seen Audi, the largest German automobile manufacturer in the world, enter the Counter-Strike: Global Offensive sphere earlier this year.
The 2017 League of Legends World Championship is head to China this year. It will commence from the end of September and run through to the first week of November. The top teams from all thirteen professional leagues across the world will come together to battle for a major share of the prize pot, which stands at a minimum of $2.1 million but will increase through the magic of crowd-funding later on.
To put into reference, the League of Legends World Championship from last year saw 43 million unique viewers during the grand finals between Samsung Galaxy and SK Telecom T1. Those numbers peaked at 14.7 million concurrent viewers. China is considered a haven when it comes to boosting the number of watchers. We just might see previous records shatter in the coming months.