Last Saturday(28th May), at the Hub Shanghai, the game League of Legends（LOL）and the beverage brand Sprite came to a strategic agreement. The two sides have agreed to work closely on co-brand marketing, with Sprite being the presenting sponsor of LOL appearing before millions of players and viewers.

Last Thursday(26th May) League of Legends Pro League (LPL) Summer 2016 opened in Shanghai. Activities featuring LOL and Sprite attracted most attention from the public.

As revealed, Sprite will launch a series of promotion plans including TV advertising，outdoor advertising, Wechat advertising and BTL activities with an investment of hundreds of millions of yuan. Among other items, one billion bottles of Sprite products featuring LOL will be the highlight of the LOL-Sprite gala.

The partnership has set an example for crossover co-operation between the electronic sports industry and the consumer product industry in terms of the scale and depth of co-operation.

Source: Tecent

Proofread by Sean O Diobhilin