Riot Games announced plans to use Nielsen for comprehensive sponsorship valuation measurement across the company’s multiple esports leagues and competitions around the world in order to demonstrate the monetary value of exposure provided to brands currently activating or considering association with its League of Legends events. The deal will see Riot Games provide access to its aggregated streaming viewership data to support Nielsen’s independent brand exposure measurement. Nielsen will measure brand exposure throughout 2019 and 2020 including the North America League of Legends Championship Series, League of Legends European Championship, the League of Legends three international events, and select regional leagues in Asia.

“As esports continues to gain momentum with brand marketers and advertisers, the need for independent, third-party verification of audiences and brand exposure is critical,” said Nicole Pike, Managing Director, Nielsen Esports. “With this agreement, we have the opportunity to help monetize Riot Games’ platform and validate this growing market.”

“Trust and transparency are vital components of building and maintaining relationships with brand partners,” said Doug Watson, Head of Esports Insights, Riot Games. “As major companies invest in our tournaments, we want to help them see the value of their exposure and identify how best to engage with our passionate fan base.”