Erste Group starts sponsoring e-sports


The banking group is now committed to e-sports and becomes a main sponsor of the League of Legends European Championship (LEC) playoffs. The sports marketing agency Jung von Matt / Sports provides strategic advice to Erste Group.

With the strategic commitment of its subsidiary banks in the countries of Central and Eastern Europe, Erste Group has recently been following the worldwide e-sports trend. It will work with the game developer and e-sports tournament organizer Riot Games to support the growth of e-sports in the core markets of the banking group. The LEC playoffs, for which Erste Group will act as the main sponsor in the future, include the most important league games in the top European division of the Riot Games title League of Legends.

Overall, a large number of activations across all channels are used at the start of sponsoring. The starting point is an emotional image film that adequately translates Erste Bank’s #glaubandich into the e-sports area. The video introduces the viewer to the doubters and critics that e-sports is regularly confronted with and encourages the young generation of players to believe in themselves.

The sports marketing agency Jung von Matt / Sports advises Erste Group strategically on its e-sports engagement and is responsible for the conception and implementation of all activities related to the role of the banking group as the main sponsor of the LEC playoffs.”We stand by our partners and are convinced that e-sports is a megatrend that is getting stronger. For the first time, we are implementing such a large and strategically important sponsorship together with our subsidiary banks,” emphasizes Martin Radjaby-Rasset, Head of Brand Strategy and Communication the Erste Group.


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