League of Legends

Riot Games has renewed its sponsorship agreements with Red Bull, Warner Music and furniture company Secretlab for the 2022 League of Legends European Championship (LEC) season

The Sportfive agency has been appointed as the exclusive commercial representative for video game developer Riot Games for its localised feeds across Southeast Asia

Recent big-value rights deals in China for esports content have raised hopes for the emergence of a new market. But the dynamics between publishers, media platforms and audiences may not favour it.
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German football club Schalke 04 has sold its licence for a starting place in esports’ League of Legends European Championship (LEC), citing the financial impact on its business model of Covid-19 and i…

Guild Esports, the esports organisation that boasts David Beckham as an investor-influencer, has signed consumer technology brand Samsung as its official display partner in the UK and Ireland

Esports organization Dignitas has secured a wide-ranging partnership with Canada-based digital bank QNTMPAY, which will include its League of Legends Championship Series (LCS) team being rebranded as "D…

HyperX, the gaming division of Kingston Technology Company, has become a founding partner of Riot Games’ Valorant Champions Tour.

Chinese streaming platform Huya has signed an exclusive five-year media rights deal with China’s League of Legends operator Tengjing Sports and will pay a total of CNY2.013bn ($311m/€256.7m)

Esports organisation Team Vitality has appointed the former managing director of Adidas France, Guillaume de Monplanet, as its managing director and co-chief executive

US telco Verizon has expanded its sponsorship agreement with video games publisher Riot Games to become the official 5G wireless and network service partner for both League of Legends and Valorant esports

Riot Games' League of Legends European Championship (LEC) has signed up another sponsor in German insurer LVM Versicherung

The League of Legends European Championship (LEC) has expanded its association with Nestlé’s global confectionery brand KitKat in a deal brokered by Sportfive.

Payment services brand Mastercard has renewed its sponsorship of the Northern League of Legends Championship (NLC) in a deal with esports company ESL Gaming.

Gaming technology brand HyperX has extended its exclusive naming rights agreement for the HyperX Esports Arena Las Vegas located on the Las Vegas strip

Luxury brands and streaming platforms are desperate to tap into more of League of Legends' 100m-plus player base, but making them accessible is a challenge even for the game's publisher, Riot. Callum McCarthy reports.
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Wouter Sleijffers, chief executive for leading British competitive gaming culture brand Excel Esports, explains how the journey to profitability doesn’t end at power brands and why esports needs to move beyond lifestyle and towards purpose to strengthen the industry.

Riot Games, the publisher behind the League of Legends title, has appointed former Electronic Arts executive Jason Bunge as its first chief marketing officer