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In-depth Insight: Mastercard's Marketing Strategy in League of Legends vs. Rugby

In-depth Insight: Mastercard's Marketing Strategy in League of Legends vs. Rugby

GEEIQ

In 2019, Mastercard sponsored both the Rugby World Cup and the League of Legends World Championships. We put together a short case study of their esports marketing strategy, compared to their strategy in traditional sports.

Looking at both strategies, we see that Mastercard adopted a similar strategy for both global events. Through their activations with League of Legends, Mastercard shows an integral understanding of esports audiences and the need to create meaningful experiences for fans.

Mastercard delivered

  • Brand awareness through sponsorship of live event coverage
  • Behind-the-scenes stories of players and the game with authenticity
  • Experiential activations for fans

As a brand looking to market in esports and gaming, authenticity is key. How will your brand translate your existing brand values to the gaming audience.

On GEEIQ, new branded campaigns that happen each day can be found on your dashboard under ‘latest campaigns’. You can also see the campaigns a specific team, person or brand is a part of under the ‘campaigns’ tab of each profile.