Prime League is delighted to welcome DKB as a new partner. With a tailor-made rights package, the direct bank is entering the promotion of the esport.
First scholarship for LoL talents
Together with Prime League and the newly founded esports player foundation, the DKB is initiating the first League of Legends scholarship in German-speaking countries. The promotion starts in spring and enables young League of Legends talents to develop their passion in a targeted and professional way.
The aim of the DKB scholarship is to assist ambitious gamers on their way to professionalism and to create role models for the general public. The initiative therefore focuses on the compatibility of work or studies and esports. Funding will start in spring 2020.
Teamplay: DKB & esports
There were more than 34 million gamers in Germany in 2019. League of Legends is the most popular game worldwide with over 100 million monthly users. Digital entertainment and digital competition are becoming increasingly important leisure activities.
DKB relies on a smart combination of digitisation and sustainability. As Germany’s second largest direct bank, it is developing into a TechBank – a technology company with a banking licence. The combination of a young, digital target group and sporting competition makes esports attractive for DKB. With the promotion of gaming and esports, DKB is expanding its communicative brand presence.
In addition to the scholarship, DKB will rely on a mix of online and offline activation and transfer its competence as a financial service provider to the world of League of Legends. Among other things, gamers can look forward to an exciting content format. It shows how the most important resource in the game – gold – can be used efficiently and the maximum can be achieved through strategic decision-making.
The global sports marketing agency Lagardère Sports initiated the partnership and brokered the rights. The creative agency Lagardère PLUS is responsible for conception, activation and implementation.
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Deutsche Kreditbank AG (DKB), based in Berlin, is part of the BayernLB Group and its 4,000 employees serve business and retail customers. DKB has total assets of EUR 80.1 billion, around 84 per cent of which it uses in the form of loans. As a partner to companies and local authorities, the bank specialised early on in promising sectors in Germany: housing, health, education, care, agriculture and renewable energies. DKB is one of the market leaders in many of these sectors. In retail banking, DKB is the second largest direct bank in Germany. For over 15 years, it has offered its more than 4.3 million private customers the opportunity to conduct their daily banking transactions online.
DKB has been a promoter of top-level sport in Germany for many years. It supports athletes, including in the disciplines of handball, biathlon and equestrian sports. DKB has been breaking new ground in sports sponsorship for several years: the 2017 Handball World Cup was streamed live on YouTube and, since last year, it has accompanied five athletes in previously unknown sports on their way to the Olympic Games in Tokyo under the slogan #NEUWÄRTS.
About Lagardère PLUS
170 experts at four locations (Berlin, Frankfurt, Hamburg and Munich) pool their know-how in the areas of intelligence, ideas and impact to support brands nationally and internationally in the field of sports and entertainment. In addition to strategic brand and communication advice, creation and our own digital service tools, this also includes the analysis and evaluation of rights, the organisation and implementation of events and promotions as well as the planning, design and implementation of partnership-driven campaigns. Lagardère PLUS stands for effective and sustainable activation of partnerships in sports, culture and entertainment.
About Lagardère Sports
The international sports rights agency Lagardère Sports is represented in 21 locations in Germany and, as a pioneer and market driver, offers expertise, marketing rights and services for value-creating partnerships in sports marketing. In addition to the core business of football, in Germany Lagardère Sports also operates on other high-reach platforms such as handball, winter sports, motorsport and esports. Lagardère Sports is a company of Lagardère Sports and Entertainment, a global sports rights agency with over 1,700 employees worldwide. For more information, visit www.lagardere-se.com as well as the company’s pages on Facebook, Twitter and LinkedIn.
About the esports player foundation
The esports player foundation brings the know-how from traditional sports promotion into esports. Its mission is to “enable talents to live their dreams and serve as role models”. Young talents are able to pursue an esports career by planning dual careers, professionalising their training and learning about a responsible lifestyle. In return, the athletes who perform well act as role models for their fans and in the gaming community. The esports player foundation is a non-profit, cross-platform and game agnostic organisation. Talents are selected according to performance, but also according to values: performance, respect, fair play. The foundation acts as a complement to German Sports Aid, which provides outstanding support for Germany in the field of Olympic sports and beyond. More information at www.esportsplayerfoundation.org
(Image) Source: Press release