In 2013 Coca-Cola announced the partnership with Riot Games, the developer of the most popular E-Sports discipline, League of Legends. Coca-Cola sponsored the Challenger Series - the newly created LoL professional league, and then the 2014 World LoL Championship. In 2015, the parties announced increased cooperation: for example, in addition to increasing activity at events and in social networks, Coca-Cola, together with its partner Cinemark Cinemas, became the organizer of broadcasts for League fans on large screens. Companies are now successfully working together: for example, Coca-Cola has repeatedly acted as the title sponsor of the South Korean league LCK, which is considered the strongest in the world. According to the company's internal research, just after one year of cooperation, Coca-Cola became the FMCG brand number 1, associated with League of Legends - the most popular cyber game in the world, which covers more than 85 million people. And, most importantly, this study showed that 70% of players have a positive attitude to such a sponsorship campaign of the brand.