League of Legends
Sportfive named exclusive commercial agency for Riot Games in Southeast Asia
The Sportfive agency has been appointed as the exclusive commercial representative for video game developer Riot Games for its localised feeds across Southeast Asia
Chinese esports rights mega-deals may not signal burgeoning market
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.
Financial pressures see Schalke sell LEC esports licence for €26.5m
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…
Samsung sponsors Beckham-fronted Guild Esports, Ralph Lauren backs G2
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
Dignitas secures unique LCS naming rights partnership with QNTMPAY
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 signs up with Valorant Champions Tour in CAA Sports-brokered deal
HyperX, the gaming division of Kingston Technology Company, has become a founding partner of Riot Games’ Valorant Champions Tour.
Huya secures five-year $311m rights deal for LoL events in China
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)
Former Adidas France MD de Monplanet appointed Team Vitality co-CEO
Esports organisation Team Vitality has appointed the former managing director of Adidas France, Guillaume de Monplanet, as its managing director and co-chief executive
Verizon expands Riot Games deal for LoL, Valorant esports
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
LVM invests in LEC sponsorship as Sportfive takes on activation role
Riot Games' League of Legends European Championship (LEC) has signed up another sponsor in German insurer LVM Versicherung
LEC upgrades KitKat to main sponsor in Sportfive-brokered deal
The League of Legends European Championship (LEC) has expanded its association with Nestlé’s global confectionery brand KitKat in a deal brokered by Sportfive.
Mastercard renews with Northern LoL Championship in content-led deal
Payment services brand Mastercard has renewed its sponsorship of the Northern League of Legends Championship (NLC) in a deal with esports company ESL Gaming.
HyperX extends naming rights deal for the Esports Arena Las Vegas
Gaming technology brand HyperX has extended its exclusive naming rights agreement for the HyperX Esports Arena Las Vegas located on the Las Vegas strip
Riot Games on a mission to turn 100m-plus League of Legends players into viewers
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.
Wouter Sleijffers | The journey to profitability in esports
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.
Former Electronic Arts marketing executive Bunge joins Riot Games
Riot Games, the publisher behind the League of Legends title, has appointed former Electronic Arts executive Jason Bunge as its first chief marketing officer
In-game sponsorship inventory improves League of Legends sales proposition
Figures from the esports and sponsorship industry examine the impact of Riot Games' decision to launch in-game advertising within its League of Legends series. Matthew Williams reports.