Coca-Cola is leaning further into esports and mobile gaming. The beverage brand has inked a multiyear agreement as the founding partner of Wild Rift Esports where it will create custom experiences and rewards for the League of Legends: Wild Rift community. Currently, a weekly content series aimed at celebrating fans of the mobile game is in the works. And though Coke has involved itself in the esports / gaming spaces before, this sponsorship signals how this community continues to grow as consumers interest for professional competitive gaming increases. YPulse research shows 32% of 13-39-year-olds would rather watch an esports competition than a traditional sports game. (Marketing Dive)
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