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League/Tournament Brands:
The League of Legends European Championship (LEC) has retained several of its commercial partners for the 2020 season. Riot Games announced the returning partners today before the season opener on Jan. 24, with financial terms for all deals not disclosed.
German retail brand Tchibo will support the league through its branded coffee, returning as a national partner for the DACH region (Germany, Austria, and Switzerland), including the newly launched Prime League for the German-speaking market. Global home appliances brand Beko will also support the Spring and Summer splits with its “Eat Like a Pro” series, while also becoming the official post-game interview partner.
Logitech G, also partnered with LEC teams G2 Esports and Origen, returns to supply keyboards, mice, and mousepads. Warner Music will rejoin as the league’s music partner, working with the league on new soundtracks to be played in match breaks—with further activations around live performances to be announced.
The LEC recently announced that KIA Motors and Dell’s Alienware brand would return as partners for the 2020 season, while AKRacing would take the place of DXRacer as its chair supplier. Renewals of other partnerships from last year, including Foot Locker, Red Bull, and Shell, have not yet been announced.
