Entered by WeAreNinety

Riot Games celebrated a landmark collaboration with Son Heung-Min, ahead of the League of Legends World Championships in London this November. The collaboration bridged the worlds of traditional sports and gaming, bringing together Son Heung-min, revered for his footballing talent and widespread fanbase, with global esports giant and one of the most-played competitive games in the world, League of Legends – authentically connecting the passionate community of League with a true player in Son and further enhancing the crossover appeal between the football pitch and Summoner’s Rift. The collaboration engaged over 40 million fans worldwide through a hero documentary, supporting social assets, and an earned media partnership, all telling Son’s story as an authentic League player and merging football and gaming in exciting new ways. Son speaks passionately about playing League during his off time and the importance of gaming in staying connected with his friends and family in South Korea.