Coca-Cola Hits Reset Button in Global Esports Deal With Riot Games

The soft drink giant shows off new skills after past missteps in reaching gamers

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Cola-Cola knows the usual media channels don’t provide a meaningful, direct connection to younger, mobile-centric audiences around the world. The marketing game, so to speak, has changed.

That’s why the soft drink brand is expanding its previous relationship with Riot Games in a multiyear partnership. The deal makes Coca-Cola the worldwide founding partner of League of Legends: Wild Rift, the mobile expansion of its wildly popular League of Legends franchise, and its related esports leagues.

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