# Sponsored Esports Events Coca-Cola and Riot Games Debuted a Special Esports League for 'Wild Rift' By Colin Smith | Published 2022-03-28 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/mobile-esports-league References: [venturebeat](https://venturebeat.com/2022/03/24/riot-games-and-coca-cola-bring-wild-rift-esports-to-the-world/) & [wildrift.leagueoflegends](https://wildrift.leagueoflegends.com/en-us/) 'Riot Games,' the developers behind the popular mobile game 'Wild Rift,' has entered into a partnership with Coca-Cola to launch a mobile esports league centered around Wild Rift. This Wild Rift esports league will debut in 2022 and will run for several years with Coca-Cola as a prolonged partner. Coca-Cola has previously worked with Riot Games on esports leagues, such as sponsoring the 'League of Legends' championship series. As part of this collaboration, Coca-Cola and Riot Games will launch a weekly content series that will engage with the community directly. The companies will also offer custom rewards throughout the duration of their partnership. Coca-Cola stated that, with this partnership, it hopes to "bring new content and experiences to more fans around the world in the coming months and years." Image Credit: Riot Games, Coca-Cola ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 34% | Activity: 51% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### What's Driving This Trend - **Mobile Esports Leagues:** Developing exclusive mobile esports leagues partnered with popular brands like Coca-Cola presents an opportunity to tap into an audience beyond traditional gaming communities. - **Community Engagement Marketing:** Weekly content series that engage with the community directly creates positive sentiment and increases brand loyalty and trust. - **Custom Rewards Programs:** Providing custom rewards throughout the duration of the partnership is ultimately an effective way to incentivize customers to purchase and build brand loyalty. ### Who This Affects Most - **Beverage:** Partnering with popular games for branded esports leagues presents an ideal opportunity for beverage companies to reach new audiences and increase consumer brand loyalty. - **Mobile Gaming:** By partnering with major brands, mobile game developers can explore creating exclusive content while simultaneously building and engaging with their community. - **Marketing:** Custom rewards programs in partnership with major brands and popular games is a high impact marketing strategy that can lead to increased brand loyalty and customer retention. ## Related on Trend Hunter - [Game-Themed Soft Drinks](https://www.trendhunter.com/trends/coca-cola-2.md) - [Esports Awards Activations](https://www.trendhunter.com/trends/esports-awards-1.md) - [Esports Professional Game Collabs](https://www.trendhunter.com/trends/wild-rift-ryze.md) - [Latin American eSports Partnerships](https://www.trendhunter.com/trends/liga-latinoamerica.md) - [Collegiate Esports Tournaments](https://www.trendhunter.com/trends/brag-house-1.md) - [Esports Cryptocurrency Partnerships](https://www.trendhunter.com/trends/riot-games-coinbase.md) - [Gamer-Targeted Diet Sodas](https://www.trendhunter.com/trends/coke-ultimate-zero-sugar.md) - [Chocolate Brand Esports Deals](https://www.trendhunter.com/trends/valorant-kitkat-2026.md) - [Multi-Brand Esports Deals](https://www.trendhunter.com/trends/college-rivals.md)