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Published: September 1, 2021

Written by: web developer


  • Amazon will be partnering with Riot Games for the annual European Masters events
  • The deal will see the tournament series renamed to Amazon European Masters
  • The agreement covers all of the EU Masters events for 2021 and 2022

Riot Games and Amazon have taken their favorable relations a step further by partnering for the organization of 2021 and 2022’s European Masters tournaments.

Supporting the European Event

Global e-commerce giant Amazon is continuing its expansion into esports. The popular company will be collaborating with the European Masters League of Legends tournament series for the remainder of this year and the next one. As a part of the deal, the event will be renamed Amazon European Masters.

On August 30, Riot Games, League of Legends’ developers and organizers of the EU Masters, released a statement where they mentioned that Amazon will create a “unified shopping experience for fans of the event and will explore how to create a destination for fans who want to support the tournament and the teams participating in it.”

Riot Games’ European senior head of business development, Zeynep Gencaga, commented on the new collaboration.

“We are excited to welcome Amazon to the EU Masters, the high-level competition between the different European regional leagues in which the stars shine,” Gencaga said.

The senior head of business development also spoke on behalf of all the Riot staff and said that all of Riot is happy to welcome such a global brand as Amazon as ? partner and have its European event renamed after it.

Destined Partners

The deal between Amazon and Riot means that Amazon will have ? presence at several of the EU Masters events, considering Riot usually holds two of them per year.

The summer edition for 2021 is already underway. Dubbed Amazon European Masters, the event started on August 30 and will continue until September 19.

The two companies have partnered on other occasions in the past. In recent times they have worked together on a yearly basis to award League of Legends skin shards to people who link their Amazon Prime account with their Riot Games account.

With more time to make preparations, we can expect that Amazon and Riot will have some big things prepared for the next year. Depending on how the 2022 season unfolds, it may spell an extension of the deal but it is far too early to say for sure. 

Amazon as a whole has been showing some more interest in esports recently. The e-commerce company recently inked a deal with event organizer BLAST Premier.

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