Riot Games announced an exclusive partnership with audio streaming service Spotify making them the exclusive audio streaming partner of League of Legends Esports.
Musical experiences are at the core of the esports universe and events and with the success that Riot Games has achieved over the years in creating music for League of Legends Esports, this step comes as no surprise. Riot Games continues to forge partnerships that are new to the world of esports.
Reportedly, it is a multi-year partnership that is centred around the three annual international events from League of Legends (LoL) – i.e Mid-Season Invitational, the All Star Event and the World Championship. Much like Riot Games’ international sponsorships, this one too is multi-faceted.
Being that music has always played a crucial part of Riot Games’ over-all strategies with regard to the World Championship for several years now, Spotify will launch a new music hub with LoL at its epicentre. It will include playlists, podcasts on esports and being that the annual anthem is now a source of excitement, Spotify will also produce a behind-the-scenes look for this year’s Worlds Anthem. The 2018 K-Pop song K/DA is considered to be the most successful thus far, however the tradition of the anthem has been running from 2014.
Speaking on the tie-up, Naz Aletaha, Head of Global Esports Partnerships at Riot Games said, “Music and story-telling have become an intrinsic part of our sport and game, so we are excited to partner with Spotify to provide our fans with another platform where they can enjoy a new manifestation of League of Legends esports. Powered by our shared commitment to innovation, this partnership with Spotify further unlocks our ability to merge sports, technology, and music to create unforgettable entertainment experiences and content.”
While Spotify did curate five playlists back in 2018 in partnership with Overwatch League, the deal with LoL does go a step farther. Whenever a series goes into the final match, ‘Game 5’, the audio streaming giant will also become the presenting sponsor of said match.
“Our partnership with Riot Games will create a first-of-its-kind audio universe for the millions of Spotify and League of Legends fans across the globe. As the exclusive — and first-ever — global audio service partner for League of Legends Esports, we plan to create the best possible audio streaming experience for our users, making discovering both music and podcasts easier than ever before,” said June Sauvaget, Global Head of Consumer and Product Marketing at Spotify.