Building upon last year’s success, Coca-Cola is set to continue its partnership with Riot Games, creator of the game League of Legends (LoL). For 2015, the goal is to take the partnership to the next level, increasing the amount of opportunities fans will have to experience the partnership at live events and through social media.

“This year fans can expect more of everything – more cinema viewings, more social engagement and more opportunities to indulge their passion for eSports through Coca-Cola,” says Matt Wolf, head of global gaming at Coca-Cola and veteran gamer.

2015 kick offs at the Mid-Season Invitational (MSI) at Florida State University in Tallahassee May 7-10. “We’ll be on the ground to activate and celebrate the sport, building what we started in 2014," says Wolf. 

But fans don't have to travel to Tallahassee to get in on the live action. Thanks to Coke's partners at Cinemark Cinemas, you can watch the show live through premium streaming at various movie theaters across North America. Coke and Riot Games will expand the number of theaters participating in both North America and Europe, allowing even more gamers to come together with other fans in their own communities to experience the MSI in the most fun and engaging way. Cinema expansion will continue throughout the year for the LoL Worlds and All-Stars tournaments.

New Year, New Look, Next Level

“2014 was an awesome year for our partnership with Coca-Cola," said Dustin Beck, VP of eSports, Riot Games. "We're looking forward to celebrating another great year of eSports with events like our upcoming Mid-Season Invitational, and of course our World Championships in Europe to reach more fans than ever."

Coke and Riot Games will turn up the volume on the social front in 2015. It's no secret that gamers are digital natives, playing and living in the social sphere. That's why Wolf says this year he wants to have even more fun with fans on the eSports social channels. "Our social channels allow us talk to our fans in the most authentic way about our partnership and engage them in the programs and promotions that we are creating to help shine a positive light on the sport and the players," he says.

Red is the New Black for Coke eSports

After launching under Coke Zero in 2014, Coke eSports is moving to the company’s flagship brand in markets such as North America and Europe to support LCS throughout the year in addition to the live events. The change in brands goes beyond a logo swap; the move allows Coke eSports to expand partnerships around the globe and adds an element of consumer choice.

The partnership between Coke and Riot was established in 2014 as a way for Coca-Cola to build a strong connection with the ever-increasing global gaming community.

"The landscape of gaming is a very exciting one for any large brand," says Wolf. "But ultimately what's most important is how we continue to build a relationship with the fans and the players in a meaningful way and in a way that brings value to the sport and to our brands." 

Check out all the latest Coke eSports news and updates on Twitter: @CokeEsports