British electrical retailer Currys PC World has partnered with DreamHack to sponsor the UK League Championship (UKLC) for the 2020 season.
The event will run through to August, bringing together League of Legends teams from Northern Europe.
RELATED: BBC to broadcast UKLC and NLC
Currys PC World joins Barclays as a sponsor of the UKLC for 2020, which started on June 14th. Eight teams are competing in a double round-robin format made up of best-of-ones. £20,000 will be awarded to those participating, with the top two teams being able to win a spot in the Northern League of Legends Championship (NLC).
Roger Lodewick, Co-CEO of DreamHack, spoke on the deal in a release: “We are grateful for the support of Currys PC World. The UKLC season has been off to a great start this week, and we know this sponsorship will help DreamHack continue to offer an exceptional experience for our fans, teams, organizers and partners.”
RELATED: UKLC banks on Barclays as headline sponsor for summer split
The UKLC is now part of the NLC, a newly-launched ecosystem for teams across Northern Europe – namely Finland, Norway, Denmark, Sweden, and the UK and Ireland. Both the UKLC and NLC are being broadcast on BBC Sport for the entire 2020 season.
Nick Hayden, Head of Gaming at Currys PC World, also commented: “We’re super excited to kick-off this partnership with DreamHack. Grass roots esports is a really important entrance for aspiring esport players and DreamHack UKLC is a platform into the world’s most competitive Esport Leagues.
“Currys PC World strives to offer the very best in PC Gaming, with independent benchmarks on all our PC’s so gamers know exactly what performance they will get straight out of the box — a wide range of components for upgrades and the best accessories every gamer needs to win. We are delighted to play our part helping gamers play better. The Championship has launched and I’m looking forward to seeing the teams grow and use their skills to compete their way to the finals.”
Esports Insider says: The UKLC is arguably the biggest tournament in the UK when it comes to esports in 2020, so being attached to it is a good shout by Currys PC World. We’re intrigued to see how the sponsorship is activated beyond simple graphic placements on broadcast and social channels – if at all.