Esports has grown to a scale that is difficult to ignore as a marketer. While brands have been quick to recognize the potential of esports and its dedicated fan following, creating meaningful, long-lasting partnerships that produce true ROI for fans and the brand has its challenges. In this panel, we will discuss the approach that the largest global esport, League of Legends, has taken when it comes to partnering with consumer brands and how they have worked together to develop creative and effective strategies that authentically speak to fans. We will hear from leadership at brands immersed in League of Legends Esports ecosystem about what drew them to esports — and what will keep them around.