Riot Games has introduced sponsor banners to its esports events, mirroring the branding seen in traditional sports like football games. This new feature, called “Summoner’s Rift arena branding,” will debut during the upcoming Summer Split.

Mastercard and Alienware are the first partners to utilize this feature. Mastercard has also been heavily involved in the upcoming Mid-Season Streamathon. Riot Games has opened up the feature to the 12 regional leagues, allowing them to use different sponsors for local events. The advertising will only appear to viewers, not to players, ensuring no distractions during matches.

Riot Games worked with Nielsen to evaluate the in-game branding. According to Naz Aletaha, Head of Global Esports Partnerships at Riot Games:

“From our live events to our online broadcasts, we strive to define modern sports by continuously innovating how audiences experience League of Legends. For the first time in League history, SR Arena Banners put our partners’ brands directly on the field of play, creating an immersive experience that echoes the energy found in major sports arenas.”

Mastercard has been a notable partner since 2018, starting at the World Championship in South Korea. They became the presenting partner of the World’s Opening Ceremony, as seen in the video below.

Mastercard Chief Marketing & Communications Officer Raja Rajamanna added:

“Mastercard was the first global partner of League of Legends Esports because it connects with so many people around the world who are passionate about the game. This evolution continues to help us reach fans in contextually relevant ways, where they are doing the things they love most.”