If you’re not one of the 15,000 lucky gaming fans who scored tickets to the 2016 League of Legends World Championships at the Staples Center in Los Angeles – which sold out in few minutes – don’t sweat it. Coca-Cola has you covered.

The brand is teaming up with select cinema partners to host viewing parties more than 200 screens across the United States, Europe and Canada. Click here to find a participating theater near you and buy tickets to the Oct. 29 event, which will feature a high-definition satellite stream of the finals, plus live pre- and post-show coverage. The finals will feature a best-of-five-game showdown lasting between three and six hours.

Coke eSports Cinema

“This will be the next best thing to being there in person,” said Alban Dechelotte, senior manager of entertainment marketing, Coca-Cola. “We’re creating a stadium-like atmosphere where you can watch the action on a big screen.”

Ticketholders will receive the same limited-edition Coca-Cola cups and “thundersticks” sold inside the Staples Center, and fans in the U.S. who purchase advance tickets will be entered to win a custom-built Coca-Cola eSports gaming PC from Maingear (pictured below).

Coke eSports Custom PC

More than 40 million people around the globe watch the finals online, but Dechelotte said the video and audio quality of the cinema – and premium perks – add to the specialness of the viewing party experience.

“There’s just no comparison to watching alone on a laptop with sharing the experience with hundreds of fellow fans cheering along,” Dechelotte said, adding that the events create a great opportunity for cinemas to attract Millennials.


Coke eSports has organized similar viewing parties over the last few years, starting with a single-theater regular season League of Legends event in Belgium. This year marks the brand’s first use of satellite distribution technology – which will bring the experience to more theaters in more cities. The growing popularity of Riot Games’ League of Legends, which is played each month by 100 million players worldwide, has led to the expansion of the cinema program.

“The eSports community is incredibly passionate,” Dechelotte said, “so we’ve purposefully integrated our brand in authentic, organic ways and continued to add value to the experience.”