Mastercard Extends Riot Games Relationship to Valorant Champions Tour

Key insights

5 takeaways

01
Mastercard has expanded its global partnership with Riot Games to include the Valorant Champions Tour (VCT).
02
The sponsorship will debut at the Valorant Champions 2023 tournament in Los Angeles this August.
03
Mastercard’s activation strategy for VCT will mirror its existing model for League of Legends, featuring brand integration and broadcast presence.
04
Mastercard has been a global partner of Riot Games since 2018, marking its entry as the first major non-endemic sponsor of League of Legends esports.
05
Riot Games and Mastercard announced the expansion of the partnership at the Cannes Lions International Festival of Creativity on June 20, 2023.

Summary

Mastercard has officially expanded its long-standing partnership with Riot Games to include the Valorant Champions Tour (VCT). Announced at the 2023 Cannes Lions International Festival of Creativity, this strategic move builds upon a collaborative relationship that began in 2018, when Mastercard became the first major non-endemic sponsor of League of Legends esports. By incorporating VCT, the company aims to increase its footprint within what it identifies as the world’s fastest-growing esport.

The expanded partnership is scheduled to debut at the Valorant Champions 2023 tournament in Los Angeles. Mastercard will integrate its brand into the event through various activations, broadcast presence, and promotional efforts, mirroring the engagement model it previously established for League of Legends. This initiative reflects a broader commitment by the financial services firm to deepen its involvement in the competitive gaming sector.

The scope of this development is global, focusing on the professional ecosystem of Riot Games’ premier titles. By leveraging its established history with the publisher, Mastercard intends to capitalize on the growing audience and commercial potential of the Valorant competitive circuit. The partnership underscores a continued trend of major financial institutions investing in the professionalization and expansion of global esports leagues.