esports: Amazon, 1^st title sponsor of the European Masters, Riot Games' 2^nd European Championship

Amazon has become the title sponsor of the European Masters starting with the 2021 summer segment and for both 2022 segments (spring and summer), according to LoL Esports, Riot Games' marketing arm for its esports circuit, on 30/08/2021. As part of the partnership, the European Masters will be renamed the "Amazon European Masters".

The American e-commerce giant becomes the first title sponsor of the second bi-annual European Championship on League of Legends (LoL), following the closed league, the LEC. This tournament with a prize money of €150,000 pits the best teams from each country that has its own domestic championship against each other.

"Amazon will work with European Masters to create a unified shopping experience for EU Masters fans, and will explore how to make Amazon the go-to e-commerce destination for viewers willing to express their fandom of the tournament and its participating teams," said LoL Esports.

• "The announcement marks another milestone for Amazon in the gaming and esports industries, which has previously included working with Riot to give away League of…